Case Study: Driving Growth through UX Innovation in AI & Web3 Gaming

Product Overview
LITGATE is a research and innovation initiative by Tencent, dedicated to integrating Generative AI and Web3 technologies into gaming and digital experiences. As Tencent Games’ first major exploration of AI-driven product research, LITGATE aims to revolutionize gaming pipelines and enhance user engagement. The project gained significant exposure through a research presentation by Seth Khaw, broadcasted across 14 radio stations on AI TOP 100 Radio on January 18, 2024.

Key Contributions & Growth Impact

Project Salpass – Optimizing Crypto Wallet UX

• Objective: Improve UX for Web3 dApps on the Ethereum blockchain, focusing on Account Abstraction.
• Action: Designed optimized UX flows to enhance user experience with crypto wallets, ensuring smooth interactions and onboarding for both novice and experienced users.
• Growth Metrics Impacted:
  • DAU/MAU: Improved user engagement by making crypto transactions more intuitive.
  • ARPU (Average Revenue Per User): Increased transaction completion rates, leading to higher revenue per active user.
  • CAC (Customer Acquisition Cost): Reduced onboarding friction, lowering acquisition costs by improving conversion rates.

Project LITGATE – Generative AI in Game Development

• Objective: Educate industry professionals and developers on leveraging Generative AI in game development to enhance workflows and automate content creation.
• Action: Hosted bilingual workshops (Mandarin Chinese & English) via Shanghai radio, sharing insights on AI-driven design processes.
• Growth Metrics Impacted:
  • LTV (Lifetime Value): Enhanced content quality and engagement, leading to higher retention rates among gamers and increased long-term value.

Bilingual Collaboration & Knowledge Sharing

• Objective: Bridge knowledge gaps between Tencent’s global teams through multilingual discussions.
• Action: Fostered cross-border collaboration by leading knowledge-sharing sessions in both Mandarin Chinese and English.
• Growth Metrics Impacted:
  • GMV (Gross Merchandise Value): Expanded global market reach, increasing total revenue opportunities in international gaming markets.

End Product & Measurable Outcomes

• UX Presentation for LITGATE: Delivered strategic insights on Generative AI workflows, showcasing the potential impact on gaming experiences.
• Optimized UX Flow for Salpass: Improved user journey and accessibility for Tencent Games' ongoing Web3 wallet integration.
• Increased Engagement & Adoption: By streamlining blockchain interactions and educating developers, both projects contributed to a more engaging and monetizable gaming ecosystem.

Conclusion

Through human-centered design and a data-driven approach, these initiatives helped Tencent Games improve key growth metrics, such as engagement (DAU/MAU), revenue (ARPU, GMV), and long-term retention (LTV). By enhancing UX in Web3 and AI-driven gaming, these projects positioned Tencent at the forefront of innovation in digital entertainment.

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End Product: UX Presentation for LITGATE on Generative AI practices, designed and improved UX Flow for Salpass, an ongoing wallet integration for Tencent games

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