Though I failed to get the job as a product manager for SEA region after more than 10 interviews and hundreds of e-mails exchanged over a 6 months period, I still would like to share this slide that helped me get to the very last stage of the interview. I made the slide within a week between interviews based on the request of the hiring manager to come up with a hypothetically scenario to launch a new product for Riot Games. The idea was to basically understand your skill-set and thinking process. And, of course to have something more solid to initiate a better communication during the interview process. Anyways, I hope this helps if anyone is interviewing for a similar gaming company.

1. League RoyalE Mobile
Product Launch Plan

2. Executive Summary
The plan is to ensure the success of the Riot Games’ first mobile game by leveraging the IP of world-famous title League of
Legends and its beloved characters to enter one of the top-grossing mobile gaming market in the world, Taiwan.
Taiwanese mobile gaming market has grown to a estimation of $1.0B USD by 27% YoY in revenue while declining in total
downloads by 13% YoY. With the highest smartphone penetration rate in APAC, 75.8%, the market is getting mature. This
means the user base is growing slower and being more picky but willing to pay more (or simply their budget is concentrated
into fewer games). This also means each download would be harder to get and more expensive. Despite the challenges
and risks, the top games in the market could earn up to $10-70M USD annually.
Our mission is to provide the same AAA experience to our fans as well as a new adventure to players in the region that
hasn’t experience our games before. This would require streamlining our collaboration with our partner, Garena, to establish
creative marketing and PR plans, highest quality of connections & services & localization and anything to ensure that the
players have the highest level of experience throughout the launch phase.

3. Table of Contents
❏ Product Key Feature
❏ Go-to-Market Strategy
❏ Profile Target Users
❏ Defining the Market & Positioning
❏ Journey
❏ Competition & Cooperation
❏ Roadmap
❏ Plans & Deliverables checklists
❏ Financial Forecast & KPIs
❏ Risks
❏ Communications (TBD)
❏ Appendix

4. Product Key Features
Concept: Imagining 100 different League characters summoned to an ancient deserted floating island to fight for glory and
honor till the last man standing. Ancient artifacts and weapons scattered around the island awaiting to be taken. Upgrade
these power items by collecting souls shards of other summoners at the Forge. Heal their wounds in magical fountains.
Hide in bushes to sneak attack your opponents. Use these strategically to your best advantages and the BEST Champion
will be you!
● 141 famous LoL Characters
● Battle Royale Gameplay
● Multiplayer, up to 5 players a team
● F2P with IAP, champions/skins
● Low system/connection requirement
● Appealing Visual Effects & Art Style
● Easy controllers and UIs for mobile

5. Go To Market Strategy

6. Ideal User Profile
Teemo
❏ Below 20, didn’t grow up with
League IP
❏ Or Casual Player/ Not loyal to
a particular game yet
❏ Curious and follows the trends
❏ Mobile gaming only
❏ Influenced by friends at school
❏ Influenced by Media/Celebs
❏ Almost no credit cards
Zhaoxin
❏ Age 22-35
❏ Existing League Player/ or
played extensively before
❏ Might not be familiar to
shooters
❏ Has a group of friends/clan to
play together with.
❏ Plays on PC/Mobile
Tristana
❏ Age 18-30
❏ Existing Battle Royale Player
❏ Competitive Player
❏ E-sports enthusiast
❏ Love shooters
❏ Plays on PC/Mobile
❏ Watches streamers play
❏ Value skill level of the game
❏ Has pro gaming peripherals

7. Defining the Market
*Est. 18% overlapping (Newzoo)
Size: 3M+
Age: 10-20,
Male: Female = 1.3 : 1
Size: 3M+ Players
Age:18-30
Male:Female = 4:1
*Est. 20% overlapping
Size: 2M+ Players
Age:22-35
Male:Female = 2:1
*Est. 10% overlapping
Total Est. : 5.5M-6M Players
Total Market Value: $26.4M- $64.8M USD per year(With 2-3% CVR, ARPPU $20-30 USD/Month)

8. The Journey of Teemo, Tristana & Zhaoxin

9. *KOLs,Celebs on TV, Mass Media
*Offline advertisement
*Branding/Peripherals collaboration
*Word of mouth/Viral,
*Cool Contents/vids/Trailers
*Online advertisements
*Featuring by Appstore/Google Play
*Cool People he follows
*Places he goes to
*Friends he hangs out with
*Cool things on SNS/Store
*Streamer she follows
*If the gameplay is exciting
*E-sports tournaments
*substitute when AFPC
*Streamers collaboration, endorsement
*PR: Tournaments/ sponsorship/
*Cross promotion with Free Fire
*Content marketing: Replay Highlights
* Targeted digital marketing on
youtube/FB/twitch
Awareness/AcquisitionPoint of Interest Retention/Referral/Re-engagement Monetization
*Cross promotion with LoL/HoK
*VIP early access/beta keys
*Pre-reg on iOS/GP
*Word of mouth
*Conversion from League Community
*IP Related contents/trailers
*League streamers Collaboration/
endorsement
*Targeted digital marketing on
youtube/FB/twitch
*Offline Events: Cosplay Events, Game
Show
*League related contents
*League Streamers
*Substitute: a mobile MOBA
*Plays with his clan/group
*Events during rush hours, exx: Extra coins
bonus during morning, noon and evening.
Make people see other playing the game
while retaining them on their fragmented
time.
*Push Notification: Reminders/invitation
*Incentivised referral system with FB friend
list/ LINE contacts
*Wiki sites, Stats sites
*Guild system/support
*mid-term goal Tournaments/Ranking
*Progression events/quests
*How to advance/ Tutorial vids
*Live Tournaments
*Fan/Loyalty Program: Playtime related:
unlockable achievements/ items/skins.
*Fan-related contests: FanArt
*FanSites Sponsorship
*League friend list integration
*New Champions
*Pro-gamer exclusive skins
*Peripherals licensing
*e-sports licensing
*Gatcha model
*Flashy Skins
*Taunting emoticons
*Streamers’ exclusive skins
*Classic league Characters
*Classic skins
*official events sponsorship

10. Titles DLs Rev. Launch
Knives Out 2.19M $1.1M 12/21/2017
HOK 1.71M $3.2M 10/13/2016
LineageM 2.84M $40.7M 12/11/2017
HearthSt. 5.68M $1.1M 04/15/2015
I play whatever is
trendy with my
classmates
We’re basically competing for the trendiness and
exposure in this segment with most of the popular titles
that Teemo might spend his time and money on. It will
be crucial to have an eye-catching content marketing, a
tight platform relationship, a cost effective media buy
and classy RP/Branding to associate the title with the
most trendy person/thing at the moment.
The other popular titles are mostly MMORPGs which we
could differentiate ourselves by gameplay. Nonetheless
we will be competing in media buy and exposure.
*PUBG/ Fortnite are not available in TW market
*Knives out and free Fire are there but regarded as
knock-off of PUBG.
*one of the biggest competitor would be HOK by
Garena, substitute for the League of Legends on mobile.
Brand
Trendy
*Trendy: latest style of gameplay on mobile and what’s trending by ranking, the higher the lastest.
*Brand: Branding familiarity in the perspective of players. The more established the farther on the right.
Data: first 3 months after launch, AppAnnie

11. I play competitive
Battle Royale and
love esports
We’re competing here with core Battle Royale(BR)
players in this segment. While most title provide a more
realistic experience, we provide a more fantasy -based
experience with famous League IPs. We’ll be competing
for time-to-market, streamer’s airtime, e-sports events
viewership /sponsorship /licensing deals, and the
perspective from pro-gamers to take our title as The
Tournament for Battle Royale where the best players
compete in and where Fans who be the most excited.
It’s crucial to work with KOLs, streaming platforms,
e-sports agencies and teams to grow an e-sports vibe
and ecosystem to win over Tristana’s favor in this
segment.
*PUBG/ Fortnite are not available in TW market.
*Realm Royal is not available for mobile.
Intense
RealisticSurreal
*Intense: The higher the more intense, due to visual effect, gameplay and e-sport ecosystem: Ceiling of pro-gamer
*Realistic: Real guns/Vests, simulations of recoil, the art visually, etc. Surreal: fantasy, magic and swords, etc.
Titles DLs Rev. Launch
Knives Out 2.19M $1.1M 12/21/2017
Freefire 1.53M $0.28M 01/09/2018
Data: first 3 months after launch, AppAnnie

12. League of Legends
For The Win!
This is the trickiest segment. In IP segment we’re directly
competing with our own title LoL. If we expand IP, we’ll
be competing with IPs that are famous decades ago
overlapping user base. By device, we’re competing with
the LoL mobile substitute HOK, published by our partner
Garena. Although we would be separated by gameplay,
the competition in this segment seems to be mostly
internal.
On one hand, we could have cool IP related contents,
Vids, Arts, Cosplays, etc, or VIP early access/
Pre-Reg/Beta Keys to promote the game and recall
churned users from League. On the other hand, we
could seek cross-promote or convert current users from
League or HOK which might be a double edge for both us
and Garena. Nevertheless, we’re still competing for the
time and money within the same group of fans.
Titles DLs Rev. Launch
LOL(*est) 2.0M $4.0M 10/24/2010
HOK 1.71M $3.2M 10/13/2016
FF XV 0.60M $1.0M 06/30/2016
Marvel FF 0.48M $1.2M 05/01/2015
Data: first 3 months after launch, AppAnnie
IP Popularity
HardcoreCasual
*Hardcore: higher skill level, knowledge required.
*IP Popularity: est. by Fan base, the variety of IP related products, etc.

13. Roadmap
Q4 2018
OCT NOV DEC
Q1 2019
JAN FEB MAR
Q2 2019
APR MAY JUN
Q3 2019
JUL AUG SEP
Tech Training &
Staging
Localization & QA
Marketing
PR
Roadmap
v1.0 Live v1.1 Live v1.2 LivePre-Launch v1.3 Live
Research Planning 1st campaign 2nd campaign 3rd campaign
Announcement Game Show E-sports league
Platform/BD Reveiw Pre-Reg Feature
AB Testing ASO
PR Site
The main idea of the roadmap is to use the end of League of Legend Championship to announce the new product, League Royale. Following the hype with PR/Pre-reg/VIP Beta
keys campaigns with a short phase a closed Beta. We then build the excitement to a peak during the Taipei Game Show where all the media and fans gather. After the game show
we sim-ship on iOS & Android. With no major issues, we go for a Feature on iOS and Android, hopefully within the first 2 weeks of launch. In the mean, we use those users to A/B
Test/Tune our Store Listing. We follow up the featuring with a major campaign of TVC and digital download campaigns to burst our ranking to the top charts Before Chinese New
Years when there’s more money in everyone’s pocket. We then slowly grow the game into the hearts of esport enthusiast for long term growth.
Closed Beta
Planning

14. Plans and Deliverables - Pre Launch + Beta
Concentrating our energy during the pre-launch on building a sound
foundation by identifying and converting our existing customers into our
title. The key plans will be:
Announcement:
PR Blitz after League’s World Championship.
Content Marketing of the new game: Trailers/ Behind the scene, etc.
2 Step Rollout:
League(Garena) Fans First Beta Key campaign: League users/Garena’s VIP
Pre-Reg campaigns for new users on iOS/GP/PR site/online Ads/QR codes
➢ Engineering & QA:
✓ Client & server stability & bug free for Beta
✓ Documentation handover & Training
✓ Backend/APIs/BI integration
✓ Client/Platform pipeline management
✓ Package Review process assist
✓ Plan for scalability with pre-reg data
➢ Localization:
✓ Outsourcing vetting & management
✓ Proofreading & QA
✓ Technical documentation translation
✓ Store listing localization
➢ BD:
✓ Package Review process & schedule ownership
✓ Pre-Reg negotiation
✓ Other resources: offline events, giftcard collaboration,
holiday gifts/special offers
➢ PR & Marketing:
✓ Research & planning for all campaigns
✓ Store listing/client assets
✓ 1st campaign implementation
✓ Announcement News Release
✓ Agencies/production proposal & vetting
✓ Content Marketing of the announcement
✓ PR site

15. Plans and Deliverables - v1.0 Live + Game Show
The plan for launch is simple. We amplify our volume by joining in Taipei
Game Show announcing our launch plans and dates during a press
conference to gain maximum media coverage, player’s attention and social
media virality. And we rapidly build up the volume to a peak with
featuring, mass media commercials while perfecting of ASO with AB testing
in the meantime.
Game Show: Streamers showcase, invitation tournament with pro-gamers,
Cosplays, Fan Events, Game Demo, Collaboration with Twitch/Youtube
gaming, etc. Bring the new game to fans first-hand spreading it via social
media into the community and public.
Press Conference: eye-catching high profile press conference nearby the
Game Show. We showcase the importance feature of the game, have a sit
down with the producer and announce the official date of launch.
Preferably with an endorsement by a celebrity.
Advertisement: TV commercial and online ads would be the most crucial.
On the side, we could also do other offline marketing, such as
MRT/Shopping are takeovers, Cross-promotion with related
FMCGs/Peripherals. Influencer/Content marketing on social media would
also be a popular option. And we sync them with featuring for max output.
➢ Engineering & QA:
✓ Events related implements
✓ Stress, scalability test & preparation
✓ troubleshooting
➢ BD:
✓ Youtube/Twitch Collaboration deal
✓ Feature scheduling
➢ PR/Marketing:
✓ Game show, agency vetting, Pro-gamers, streamer’s
managing
✓ Press conference, event managing, agency vetting
✓ Celebrity endorsement deal
✓ TVC, Concept, production, agency vetting
✓ Online Advertising management
✓ Influencer management
✓ Content marketing production
✓ Offline marketing, design, agency vetting

16. Plans and Deliverables - v1.1 + E-Sports League
With the progression of game and its users, the demand of e-sports
related features/events would grow higher. We’ll launch a ranking system
and Championship League similar to the structure of LoL’s. We’ll then
have a better edge against other BR titles to attract core users.
Championship League: Allocating Prize money $100-200K USD for the
season-end tournament as a promotional method. Motivating players to
start forming guilds and professional teams to compete for the slots.
E-sports marketing campaign: Content marketing, creating contents
about the tournament for players to spread the word and a media to
recruit teammates.
➢ Engineering & QA:
✓ Test and Implement v1.1
➢ Localization:
✓ Localize v1.1
➢ BD:
✓ Develop professional teams to join the Tournament
➢ PR/Marketing:
✓ Online marketing
✓ content production & vetting

17. Projection
revenue
Downloads
1M
3M
● Best case: IP+Gameplay+Monetization
Lineage M’s ARPD= $14.33
● Normal Case: Gameplay+monetization
HOK’s ARPD= $1.87, Knives Out’s ARPD= $0.5
● Normal Case: IP+Monetization
Marvel FF’s ARPD= $2.5, FF XV’s ARPD= $1.6
● Bad Case: IP+Gameplay
HearthStone’s ARPD= $0.19
● Bad Case: Gameplay
Free Fire’s ARPD= $0.18
ARPD doesn’t equal LVT but we can benchmark KPIs and ROIs from
it. Unless, organic users were acquired massively. This could be the
case for Hearth Stone and making it a better case.
*ARPD = Average revenue per download
*UAC ranges from $1.5-5
*First 3 months data
40M

18. Normal case
P&L, KPIs
Monthly Retention 25%-35%
ARPPU Per Month $30-40
Paying Ratio 3.0%-5.0%
UAC $1.8-3.0
Bought Users 878K
Organic Users 699K
First Q Rev $1.04M
Budgets
Advertising $1.85M
Game Show+Press Conf. $0.45M
E-sports Prize + Event $0.30K

19. Risk
The following page will discuss risk assessment and
management in taiwan gaming market within the scope of
a product launch practically. The types like natural
disasters, company bankruptcy, etc, are not covered in
this discussion.

20. Category Item Chance severity Action Plan
Technical Cheating/Hacking Highly
Likely
Serious Avoid
Share
Avoid by encrypting the codes/memory
Hiring a 3rd party anti-cheating/hacking company
Server
Crash/Error/Overload
Likely Moderate Share
Reduce
Share the risk by deploying our servers on a 3rd party cloud service, AWS, etc.
Bringing the service back online ASAP and compensating the users with free gifts.
Critical Bug Slightly
Likely
Serious Avoid
Reduce
Avoid by creating a strict and thorough QA process.
Logging suspicious behavior and locking down exploiters while fixing.
Reputational Bad Reviews Slightly
Likely
Moderate Avoid
Reduce
Reduce
Managing player’s expectations from a PR perspective
Lively and approachable community engagement & management
Reply to each negative reviews and provide customer service.
PUBG Copy-cat Likely Minor Reduce Differentiate the product by promoting unique features/IPs
Demand Lower than expectation Likely Serious Reduce
Transfer
Monitoring Pre-Reg numbers and adjusting investments accordingly
Asking Garena to provide a marketing commitment of certain installs/MAUs
Higher than expectation Slightly
Likely
Minor Reduce
Transfer
Planning for scalability in advance
Deploying on 3rd party cloud service and utilizing its auto-scaling features
Schedule Delay Slightly
Likely
Serious Reduce
Reduce
Reduce
Avoid
Extend the pre-reg & beta period.
Retain a flexibility clause to change dates in marketing deals.
Postpone the press conference.
Providing a longer buffer or an earlier start of each plan.
Legal/Policy Legal Compliance Unlikely Serious Avoid Complying to VAT, Ad-related withholding tax, Privacy ACT, Consumer Protection Law,
Content/Audience Rating and Trademark Reg.
iOS/Google Play Unlikely Serious Avoid Complying to iOS/Google Play’s best practices
Contractual Breach of contract Unlikely Serious Avoid Depends on the contract. make each stakeholder aware of the relevant specifics

21. Appendix

22. Taiwanese Market Top5 in the world

23. Market Overview

24. TW Mobile gaming Market Value

25. TW Market Download Change

26. TW Market Revenue Growth

27. BR overlapping with core games

28. 50% Battle Royal players stream

29. Mobile Gamers ARPPU $385 NTD

30. E-sports players pay 1.7x more than average

31. Esports enthusiast are interested in skill related contents

32. Knives Out DLs

33. Knives Out Revenue

34. Free Fire DLs

35. Free Fire Revenue