According Newzoo data, Southeast Asia market contribute 63% MLBB global revenue, this region user spend peak concentrate festival cycle (example Indonesia Ramadan, Philippines Christmas). Example, 2023 Ramadan period, MLBB Indonesia “mlbb top up” event launch “top up 50000 IDR (about 23 RMB) return 15% diamond”, single day revenue peak reach 4.2 million USD, compare non-event period grow 78%. This seasonal strategy source user payment habit periodic fluctuation—Ramadan period user daily playtime increase 72 minute (non-Ramadan 52 minute), payment conversion rate rise 12% (daily average 7%). Also, Apple App Store Google Play 30% commission rate force company release discount low-commission period (example back-to-school season), 2023 September Southeast Asia Android “first top up 6 RMB get double diamond” event cover user over 8 million, pull month ARPPU (average revenue per user) from 6.2 USD rise 9.8 USD, increase 58%.
User lifecycle management further affect discount rhythm. MLBB DAU (daily active user), student group ratio reach 41%, their consume concentrate school holiday (July-August, December-January). 2023 summer “Hero Pass” event, top up 300 RMB unlock limited skin “S.A.B.E.R.-X”, event period student user payment rate from 19% jump 34%, but after event 30-day retention rate drop 22%. For balance profit, company use “pulse promo”—example 2024 Spring Festival limited event “Lucky Red Packet”, top up 128 RMB can draw value 588 RMB legend skin, event first week revenue reach 120 million USD, occupy Q1 total revenue 29%. Sensor Tower data show, this high-value event user repurchase rate 43% higher regular discount, but only occupy 17% annual promo frequency, avoid dilute skin rarity (limited skin ownership rate every drop 1%, can improve next event payment will 6%).
Regional payment cost difference force seasonal pricing adjust. In Brazil market, Google Play because local tax compliance require, add 5% ICMS (Goods and Services Tax) on top up transaction, cause regular discount cost rise 12%. 2023 November “Black Friday” period, MLBB Brazil Android launch “tiered discount”—top up 60 BRL (about 85 RMB) return 20% diamond, 90 BRL return 30%, through high threshold spread tax cost, event period large payment (≥90 BRL) ratio from 15% rise 38%. Compare, iOS because Apple force use unified tax rate, only provide “fixed 10% rebate”, cause its Black Friday revenue share drop 61% Android (2022 79%). In Indonesia, third-party payment GoPay handling fee low 1.2% (credit card 3.5%), 2024 Eid al-Fitr period, MLBB cooperate GoPay launch “zero fee + double diamond” event, single channel new paying user 1.2 million, payment conversion rate 19 percentage higher credit card.
Policy risk competition pressure also drive seasonal strategy. 2023 August, Indonesia Ministry of Communication require game top up discount cannot exceed 30% original price, violator fine 2% revenue. MLBB immediately adjust National Day promo plan, change “top up 100 RMB return 40%” to phased event—first week 25%, second week 15%, total discount drop but compliance cost reduce 18%. In Philippines, competitor Arena of Valor 2024 Q1 launch “daily login give top up coupon” event, force MLBB move original plan April new hero promo advance March, add “top up 200 PHP give epic skin”, event period user payment frequency from 1.4 times/week rise 2.1 times, but single payment median drop 14%. Also, global exchange rate fluctuation (example 2023 Argentina Peso depreciate 54%) cause company need dynamic adjust pricing—MLBB Argentina “mlbb top up” price 2023 November increase 23%, but through “Christmas Top Up Protection Plan” (promise 6 month no second price rise) maintain payment rate stable, event period refund rate only 0.9%, far lower industry average 3.7%.