| EXECUTIVE SUMMARY | |||||||||||||||||||
| Combining a proven casual TD structure with Three Kingdoms–driven collection monetization | |||||||||||||||||||
| 1. WHAT (WHAT We Are Making) | |||||||||||||||||||
| Lucky Three Kingdoms is a mobile strategy tower defense game where you place Three Kingdoms Generals to defend against waves. | |||||||||||||||||||
| · Casual TD based on auto-battle | |||||||||||||||||||
| · Growth structure centered on General collection | |||||||||||||||||||
| · Optimized for 10–20 minute sessions | |||||||||||||||||||
| · Targeting the global market | |||||||||||||||||||
| 2. WHY NOW | |||||||||||||||||||
| · Entering the re-growth phase of the casual TD market | |||||||||||||||||||
| · Proven titles in the genre have achieved annual revenues exceeding $250M | |||||||||||||||||||
| · Increasing preference for short sessions among mobile users | |||||||||||||||||||
| · Competitive CPI advantages in Southeast Asia | |||||||||||||||||||
| A point where genre, market, and user trends align simultaneously. | |||||||||||||||||||
| 3. WHY US (Our Differentiation) | |||||||||||||||||||
| Limitations of existing TD | |||||||||||||||||||
| · Weak collection motivation | |||||||||||||||||||
| · Lack of character monetization power | |||||||||||||||||||
| Lucky Three Kingdoms' Solution | |||||||||||||||||||
| · Reinterpreting 'Three Kingdoms Generals = Towers' | |||||||||||||||||||
| · Exclusive weapons and skills for each General | |||||||||||||||||||
| · Satisfaction of combat centered on AoE (Area of Effect) attacks | |||||||||||||||||||
| · Built-in structure for live service expansion | |||||||||||||||||||
| Combining TD accessibility with collectible-style monetization. | |||||||||||||||||||
| 4. BUSINESS (Revenue Structure) | |||||||||||||||||||
| Primary Revenue | |||||||||||||||||||
| · General Summon | |||||||||||||||||||
| · Season Pass | |||||||||||||||||||
| · Growth Packages | |||||||||||||||||||
| Monetization Strength | |||||||||||||||||||
| · Repetitive consumption structure | |||||||||||||||||||
| · Live update-friendly | |||||||||||||||||||
| · Capable of long-term ARPU expansion | |||||||||||||||||||
| 5. Target KPIs (Target Metrics) | |||||||||||||||||||
| · D1 Retention: 40%+ | |||||||||||||||||||
| · D7 Retention: 15%+ | |||||||||||||||||||
| · ARPPU: $25~40 | |||||||||||||||||||
| · ARPDAU: $0.15~0.25 | |||||||||||||||||||
| Target range for top-tier casual TD games. | |||||||||||||||||||
| Scenario Figures (Global) | |||||||||||||||||||
| Conservative |  | ||||||||||||||||||
| · MAU: 300K | |||||||||||||||||||
| · Conversion Rate: 3% | |||||||||||||||||||
| · ARPPU: $25 | |||||||||||||||||||
| · Monthly Revenue ≈ $225K | |||||||||||||||||||
| Base Case | |||||||||||||||||||
| · MAU: 500K | |||||||||||||||||||
| · Conversion Rate: 4% | |||||||||||||||||||
| · ARPPU: $30 | |||||||||||||||||||
| · Monthly Revenue ≈ $600K | |||||||||||||||||||
| Upside | |||||||||||||||||||
| · MAU: 1.5M | |||||||||||||||||||
| · Conversion Rate: 4.5% | |||||||||||||||||||
| · ARPPU: $35 | |||||||||||||||||||
| · Monthly Revenue ≈ $2.36M | |||||||||||||||||||
| 6. Go-to-Market Strategy | |||||||||||||||||||
| Phase 1: Southeast Asia soft launch | |||||||||||||||||||
| Phase 2: Global expansion | |||||||||||||||||||
| Phase 3: Collaboration with Chinese publishers | |||||||||||||||||||
| Step-by-step risk management. | |||||||||||||||||||
| 7. INVESTMENT HIGHLIGHTS | |||||||||||||||||||
| · Proven TD core loop | |||||||||||||||||||
| · Three Kingdoms material with high global awareness | |||||||||||||||||||
| · High scalability through casual-friendliness | |||||||||||||||||||
| · Built-in live service structure | |||||||||||||||||||
| · Completed design of mid-to-long-term revenue curves | |||||||||||||||||||
| Vietnam Market Analysis | |||||||||||||||||||
| Vietnam is a key Southeast Asian market with high game growth rates, characterized by low CPI and high play frequency. Although the payment power is relatively lower than in Western countries, there is a high growth trend, so the strategy is set to 'Secure user scale in the initial stage → Optimize gradual revenue'. Lucky Three Kingdoms aims to quickly secure an initial user base by utilizing the accessibility of the casual strategy TD genre in the Vietnamese market. | |||||||||||||||||||
| Retention Targets | |||||||||||||||||||
| Metric | Target (Top 60%) | Comment | |||||||||||||||||
| D1 Retention | 42%+ | Casual TD average | |||||||||||||||||
| D7 Retention | 16%+ | Maintaining high loyalty | |||||||||||||||||
| D30 Retention | 5~6% | Stabilization phase | |||||||||||||||||
| ※ Based on Southeast Asia casual TD benchmarks. | |||||||||||||||||||
| In the Vietnamese market, DAU/Retention acquisition acts as a more important growth indicator than maximizing ARPPU in the early stages. | |||||||||||||||||||
| Monetization Targets (Vietnam) | |||||||||||||||||||
| Metrics | Target | Comment | |||||||||||||||||
| Conversion Rate | 3.5~5% | Similar level to Korea & Global | |||||||||||||||||
| ARPPU | $18~28 | Approx. 30% level compared to Korea | |||||||||||||||||
| ARPDAU | $0.10~0.18 | Approx. 30% level compared to Korea | |||||||||||||||||
| ARPU | $0.60~1.10 | Approx. 30% level compared to Korea | |||||||||||||||||
| ※ ARPPU (Average Revenue Per Paying User)** = Average revenue per paying user. | |||||||||||||||||||
| ※ ARPDAU (Average Revenue Per Daily Active User)** = Average revenue per daily active user. | |||||||||||||||||||
| ※ ARPU (Average Revenue Per User)** = Average revenue per current user. | |||||||||||||||||||
| Revenue Structure | |||||||||||||||||||
| Revenue Stream | Target Proportion | ||||||||||||||||||
| In-app Purchase (IAP) | 80% | ||||||||||||||||||
| Ad Revenue (IAA) | 20% | ||||||||||||||||||
| In-app Purchase (IAP) | |||||||||||||||||||
| Conservative | |||||||||||||||||||
| · MAU: 200K | ※ 0.2% of Vietnam's population | ||||||||||||||||||
| · Conversion: 3% | ※ 6,000 paying users | ||||||||||||||||||
| · ARPPU: $15 | ※ 400,000 VND | ||||||||||||||||||
| · Monthly Revenue ≈ $90,000 | ※ 2,400,000,000 VND | ||||||||||||||||||
| Base Case | |||||||||||||||||||
| · MAU: 400K | ※ 0.4% of Vietnam's population | ||||||||||||||||||
| · Conversion: 4% | ※ 16,000 paying users | ||||||||||||||||||
| · ARPPU: $24 | ※ 630,000 VND | ||||||||||||||||||
| · Monthly Revenue ≈ $384,000 | ※ 10,080,000,000 VND | ||||||||||||||||||
| Upside | |||||||||||||||||||
| · MAU: 800K | ※ 0.8% of Vietnam's population | ||||||||||||||||||
| · Conversion: 4.5% | ※ 36,000 paying users | ||||||||||||||||||
| · ARPPU: $28 | ※ 730,000 VND | ||||||||||||||||||
| · Monthly Revenue ≈ $1,008,000 | ※ 26,280,000,000 VND | ||||||||||||||||||
| Ad Revenue (IAA) | |||||||||||||||||||
| eCPM $6 | Ad revenue per 1 views = $6 / 1000 = $0.006 | ||||||||||||||||||
| Ad Exposure Rate (Among all users) | 30% | ||||||||||||||||||
| Ad Views per User | 1 user * 5 views * Exposure rate = $0.006 * 5 * 30% = $0.009 | ||||||||||||||||||
| Ad Views per User | $0.009 * 30d = $0.27 | ||||||||||||||||||
| MAU: 200K | $0.27 * 200,000 = $54,000 | ||||||||||||||||||
| MAU: 400K | $0.27 * 400,000 = $108,000 | ||||||||||||||||||
| MAU: 800K | $0.27 * 800,000 = $216,000 | ||||||||||||||||||
| Total Monthly Revenue (IAP + IAA) | |||||||||||||||||||
| MAU: 200K | $90,000 + $54,000 = $144,000 | ||||||||||||||||||
| MAU: 400K | $384,000 + $108,000 = $492,000 | ||||||||||||||||||
| MAU: 800K | $1,008,000 + $216,000 = $1,224,000 | ||||||||||||||||||
| Total ARPDAU | |||||||||||||||||||
| MAU: 200K → DAU(20%): 40,000 | $144,000 / 30d / 40,000 = $0.12 | ||||||||||||||||||
| MAU: 400K → DAU(20%): 80,000 | $492,000 / 30d / 80,000 = $0.205 → $0.2 | ||||||||||||||||||
| MAU: 800K → DAU(20%): 160,000 | $1,224,000 / 30d / 160,000 = $0.255 → $0.26 | ||||||||||||||||||
| Target ARPDAU (Vietnam): $0.12 – $0.26 (3150 VND –6800 VND) | |||||||||||||||||||
| LTV / CPI (Based on MAU 400K) | |||||||||||||||||||
| LTV = $0.20 × 60d = $12.0 | |||||||||||||||||||
| → $12.0 * 0.08~0.12(Retention decay adjusted) = $0.96~$1.44 ≈ $1.10 | |||||||||||||||||||
| CPI = $0.5 | |||||||||||||||||||
| → LTV/CPI = $1.10 / $0.5 = 2.2x | |||||||||||||||||||
| ※ CPI (Cost Per Install)** = The cost to bring in one user through advertising. | |||||||||||||||||||
| ※ LTV (Lifetime Value)** = The revenue a single user generates while playing the game. | |||||||||||||||||||
| Summary | |||||||||||||||||||
| ARPDAU: ~$0.20 | |||||||||||||||||||
| CPI: ~$0.50 | |||||||||||||||||||
| LTV: ~$1.10 | |||||||||||||||||||
| LTV/CPI: ~2.2x | |||||||||||||||||||
| Estimated Payback: 60–90 days | |||||||||||||||||||
| Monthly Revenue | |||||||||||||||||||
| Reference | Gloval | $250M / 12 = $20,830,000 | |||||||||||||||||
| Our Game | Vietnam | $492,000 ~ $1,224,000 | 2.4% ~ 5.9% | ||||||||||||||||
| ※ Vietnam revenue share in the global market 4~8% | |||||||||||||||||||
| Project summary | |||||||||||||||||
| 1. Project Summary | |||||||||||||||||
| Lucky Three Kingdoms is a strategy tower defense game based on the Three Kingdoms universe, combining intuitive combat and a fast growth system to create a mobile-centric game that anyone can enjoy without pressure. It aims to alleviate the heavy strategic elements of traditional Three Kingdoms games and enhance the immediate fun derived from collecting generals and flashy combat presentations, targeting the global strategy tower defense game market. The core direction of this project is to broadly accommodate players ranging from light users to core collectible RPG users by combining the familiar sentiment of the Three Kingdoms IP with modern game UX. | |||||||||||||||||
| 2. Key Information | |||||||||||||||||
| Project Name | Lucky Three Kingdoms (럭키 삼국지) | ||||||||||||||||
| Genre | Strategy Tower Defense | ||||||||||||||||
| Platform | Mobile (iOS / Android) | ||||||||||||||||
| Target Market | Global, China, Vietnam | ||||||||||||||||
| Business Model | In-app purchase-based freemium, Advertisements | ||||||||||||||||
| Play Mode | 1 on 1 Co-op play, 1 vs 1 Competitive play | ||||||||||||||||
| Development Status | Prototype completed / Graphic resource production stage | ||||||||||||||||
| 3. Key Differentiating Points | |||||||||||||||||
| ① Fast and intuitive combat tempo | |||||||||||||||||
| Minimizes complex controls and provides satisfying AoE (Area of Effect) combat based on auto-battle, offering a high level of fun even during short playtimes. | |||||||||||||||||
| ② Maximizing the character traits of Three Kingdoms generals | |||||||||||||||||
| Boldly reinterprets the weapons, skills, and combat presentations of famous generals like Liu Bei, Guan Yu, Zhuge Liang, and Lu Bu to stimulate the desire to collect and motivation to grow. | |||||||||||||||||
| ③ Casual-friendly growth structure | |||||||||||||||||
| Lowers the pressure of excessive spending or repetitive farming fatigue, and provides clear stage-by-stage growth rewards to increase long-term retention. | |||||||||||||||||
| ④ Global market-oriented art style | |||||||||||||||||
| Applies bright and sophisticated stylized graphics to increase accessibility in the global East/West, Chinese, and Vietnamese mobile markets. | |||||||||||||||||
| 4. Target Users | |||||||||||||||||
| · Male users in their 10s~40s familiar with the Three Kingdoms IP | |||||||||||||||||
| · Users who prefer the defense genre and idle/collectible RPGs | |||||||||||||||||
| · Mobile users who prefer short play sessions | |||||||||||||||||
| · Users motivated by flashy skill presentations and character collection | |||||||||||||||||
| 5. Development Goals | |||||||||||||||||
| The primary goal of this project is to secure a stable initial user pool in the global casual defense market, and subsequently build a structure that can be expanded with guild, PvP, and season content through live service operations. | |||||||||||||||||
| Game Introduction | |||||||||||||||||
| 1. Game Overview | |||||||||||||||||
| **Lucky Three Kingdoms** is a strategy tower defense game that reinterprets the Three Kingdoms universe with a modern sensibility. Players collect and grow various Three Kingdoms generals, conquering the battlefield through satisfying auto-based combat and strategic formations. This title is designed so that both light and core users can enjoy it without pressure, by simplifying complex strategic elements while maintaining the strategic depth that comes from general combinations and skill management. | |||||||||||||||||
| 2. Game Concept | |||||||||||||||||
| ① Easy and fast Three Kingdoms combat | |||||||||||||||||
| Combat proceeds automatically by default, providing high immersion even during short playtimes through flashy Area of Effect (AoE) skills and impactful presentations. Instead of complex manual controls, strategic elements are focused on summoning generals, formation, placement, and choosing skill timing. | |||||||||||||||||
| ② Maximizing the fun of collecting generals | |||||||||||||||||
| Representative generals of the Three Kingdoms, such as Liu Bei, Guan Yu, Zhuge Liang, and Lu Bu, have been reinterpreted as stylized characters. Each general possesses a unique weapon, exclusive skills, and elemental traits, strengthening the motivation for collection and growth. | |||||||||||||||||
| ③ Casual-friendly growth structure | |||||||||||||||||
| Through a growth design that lowers repetitive fatigue and a clear reward loop, it is designed so that free-to-play (F2P) and light users can also feel a steady sense of accomplishment. | |||||||||||||||||
| 3. Core Fun Elements | |||||||||||||||||
| Fun of Collection | Acquiring unique Three Kingdoms generals | ||||||||||||||||
| Fun of Growth | Experiencing step-by-step combat power increase | ||||||||||||||||
| Fun of Combat | Satisfying combat centered around AoE skills | ||||||||||||||||
| Fun of Strategy | Competition based on team formation and positioning | ||||||||||||||||
| Motivation for Repetition | Daily/Idle reward loop | ||||||||||||||||
| 4. Play Flow | |||||||||||||||||
| Players clear stages to acquire generals and resources, and use the acquired resources to grow their generals. It forms a cyclical structure where players challenge higher difficulty content based on their grown generals. | |||||||||||||||||
| Basic Loop: | |||||||||||||||||
| a. Proceed with stage combat | |||||||||||||||||
| b. Acquire generals and resources | |||||||||||||||||
| c. Grow generals and strengthen formation | |||||||||||||||||
| d. Challenge higher-level content | |||||||||||||||||
| e. Repeated play and long-term growth | |||||||||||||||||
| 5. Art and Presentation Direction | |||||||||||||||||
| This game adopts bright and clear stylized graphics aimed at the global market. Rather than excessive realistic expression, it emphasizes the character's individuality and the visual impact of skill presentations, providing high readability and immersion even in a mobile environment. In particular, it aims to maximize character identification and impact satisfaction during combat by emphasizing exclusive weapons and skill effects for each general. | |||||||||||||||||
| Game Style | |||||||||||||||||
| 1. Reference Game | |||||||||||||||||
| This project references the successful case of “Unbbalzonmangame”, which has recently demonstrated strong performance in the global mobile market. The title secured a broad user base through its intuitive strategic tower defense structure and high replay motivation. Within approximately one year of launch, it achieved cumulative revenue of around KRW 300 billion($250M), validating both the market potential and monetization strength of the casual strategy tower defense genre. | |||||||||||||||||
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| 2. Game Concept | |||||||||||||||||
| The game adopts a stylized tower defense art direction inspired by proven genre visuals, ensuring strong readability and broad global appeal. | |||||||||||||||||
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| Core System | |||||||||||||||||
| 1. System Design Direction | |||||||||||||||||
| The core system of "Lucky Three Kingdoms" is designed around the central strategy of "Easy Entry, Fast Battle, and Clear Growth." Rather than demanding overly complex strategic elements, the structure has been simplified so that players can experience strategic fun through general formation and growth choices. | |||||||||||||||||
| The entire system is organized around the following three pillars: | |||||||||||||||||
| · Battle System (Battle Core) | |||||||||||||||||
| · Growth System (Growth Loop) | |||||||||||||||||
| · Collection System (Collection Loop) | |||||||||||||||||
| These three pillars form a circular structure that creates motivation for long-term play. | |||||||||||||||||
| 1-1. Battle System (Battle Core) | |||||||||||||||||
| Combat is designed as a real-time battle system based on auto-progression. Instead of minimizing the burden of direct control, strategic choices are made through general formation, position placement, and skill usage timing. | |||||||||||||||||
| Key Features: | |||||||||||||||||
| · Auto-battle based progression | |||||||||||||||||
| · Wide-range combat focused on the front lines | |||||||||||||||||
| · Unique weapons and skill effects for each general | |||||||||||||||||
| · Short battle sessions (10–20 seconds) targeted | |||||||||||||||||
| · Strong visual feedback when using skills | |||||||||||||||||
| The goal of combat is to provide a refreshing sense of hitting satisfaction in every battle while reducing the fatigue of repetitive play in a mobile environment. | |||||||||||||||||
| 1-2. Growth System (Growth Loop) | |||||||||||||||||
| The growth system is designed so that players can continuously strengthen their acquired generals and feel the increase in combat power. It avoids complex multi-layered growth trees and adopts an intuitive, step-by-step growth structure. | |||||||||||||||||
| Growth Element | |||||||||||||||||
| Level Up | Increase basic stats | ||||||||||||||||
| Promotion | Rank increase and appearance changes | ||||||||||||||||
| Equipment | Granting additional stats | ||||||||||||||||
| Skill Enhancement | Increase skill performance | ||||||||||||||||
| Formation Synergy | Combination-based bonuses | ||||||||||||||||
| Numerical design is implemented so that each stage of growth provides a clear sense of combat power improvement. | |||||||||||||||||
| 1-3. Collection System (Collection Loop) | |||||||||||||||||
| The collection system is the core pillar responsible for the long-term retention of this game. Players acquire various Three Kingdoms generals and utilize the unique combat styles and skills of each general. | |||||||||||||||||
| Design Intent: | |||||||||||||||||
| · Motivate collection centered on famous generals | |||||||||||||||||
| · Rarity-based acquisition structure | |||||||||||||||||
| · Monetization of growth materials through duplicate acquisitions | |||||||||||||||||
| · Sustainable structure for continuous expansion of new generals | |||||||||||||||||
| The collection experience does not end with simple acquisition but is designed to naturally connect with growth and combat strategy. | |||||||||||||||||
| 2. Content Circulation Structure | |||||||||||||||||
| "Lucky Three Kingdoms" aims for long-term service based on the following repetitive play loops: | |||||||||||||||||
| Play Loop | |||||||||||||||||
| ① Stage battle progression | |||||||||||||||||
| ② Acquisition of generals and currency | |||||||||||||||||
| ③ Strengthening and forming generals | |||||||||||||||||
| ④ Challenging higher difficulty content | |||||||||||||||||
| ⑤ Participating in daily/weekly repetitive content | |||||||||||||||||
| This circulation structure is designed to provide steady motivation for access even in a mobile environment with short play sessions. | |||||||||||||||||
| 3. Scalability Considerations | |||||||||||||||||
| This system structure was designed with the following content expansions in mind after the live service launch: | |||||||||||||||||
| · PvP Content | |||||||||||||||||
| · Guild and Cooperative Content | |||||||||||||||||
| · Seasonal Events | |||||||||||||||||
| · Continuous addition of new generals | |||||||||||||||||
| · Expansion of higher growth stages | |||||||||||||||||
| The initial version secures stability centered on cooperative defense games, then gradually expands into competitive and social content. | |||||||||||||||||
| Character Design | |||||||||||||||||
| 1. Design Direction | |||||||||||||||||
| The character system of "Lucky Three Kingdoms" is designed around party placement selection and role combinations, which are core elements of the strategic Tower Defense genre. Each general is designed to be clearly distinguished by attack range, skill patterns, and battlefield roles, going beyond simple stat differences. Players experience the fun of strategic judgment by selecting and placing generals appropriate for the situation, aiming for a structure where the desire for collection and growth naturally translates into combat results. | |||||||||||||||||
| 2. Role System | |||||||||||||||||
| All generals are classified into different types based on their role in battle. | |||||||||||||||||
| Role | Characteristics | Battlefield Position | |||||||||||||||
| Melee DPS | High attack power, short range | Front | |||||||||||||||
| Ranged DPS | Stable continuous firepower | Mid/back | |||||||||||||||
| AoE DPS | Specialized in clearing multiple enemies | Mid-range | |||||||||||||||
| Control | Slow, Stun, Knockback, etc. | Back | |||||||||||||||
| Support | Buffs, Heals, Purify | Back | |||||||||||||||
| Role differentiation allows players to intuitively construct their strategies. | |||||||||||||||||
| 3. Attribute System | |||||||||||||||||
| Generals possess an attribute system to create combat affinities. | |||||||||||||||||
| Basic Attributes: | |||||||||||||||||
| Fire(火) | |||||||||||||||||
| Water(水) | |||||||||||||||||
| Wind(風) | |||||||||||||||||
| Thunder(雷) | |||||||||||||||||
| Earth(土) | |||||||||||||||||
| The affinities between attributes are designed with a simple structure to be easily understood, reducing the learning burden for casual players. | |||||||||||||||||
| 4. Character Actions in Combat Structure | |||||||||||||||||
| Each general commonly possesses the following attack structure: | |||||||||||||||||
| Type | Description | ||||||||||||||||
| Normal Attack | Basic automated attack | ||||||||||||||||
| Passive | Always-on performance enhancement | ||||||||||||||||
| Active Skill | Powerful cooldown-based skill | ||||||||||||||||
| Ultimate | High-power skill triggered under specific conditions | ||||||||||||||||
| This structure lowers the learning curve for different characters while ensuring strategic diversity in skill combinations. | |||||||||||||||||
| 5. Growth Structure | |||||||||||||||||
| General growth focuses on providing a step-by-step sense of combat power improvement. | |||||||||||||||||
| Growth Element | |||||||||||||||||
| Type | Effect | ||||||||||||||||
| Level Up | Increase basic stats | ||||||||||||||||
| Promotion | Rank increase and appearance changes | ||||||||||||||||
| Skill Upgrade | Combat performance enhancement | ||||||||||||||||
| Equipment | Additional stats | ||||||||||||||||
| Limit Break | Long-term growth element | ||||||||||||||||
| The growth structure maintains an intuitive reinforcement flow instead of excessive gacha, minimizing the churn of casual players. | |||||||||||||||||
| 6. Representative Character Design (Examples) | |||||||||||||||||
| Lu Bu — Front-line AoE Destroyer | |||||||||||||||||
| Role | Melee AoE Dealer | ||||||||||||||||
| Features | Powerful front-line area attacks | ||||||||||||||||
| Value | Specialized in clearing specific wave sections | ||||||||||||||||
| Direction | Emphasis on heavy impact and red visual effects | ||||||||||||||||
| Zhuge Liang — Rear-line Control Strategist | |||||||||||||||||
| Role | Control / Support | ||||||||||||||||
| Features | Deceleration and battlefield control | ||||||||||||||||
| Value | Managing wave flow | ||||||||||||||||
| Direction | Effects based on wind and air currents | ||||||||||||||||
| Zhou Yu — Mid-range Fire AoE Dealer | |||||||||||||||||
| Role | AoE Dealer | ||||||||||||||||
| Features | Continuous burn damage | ||||||||||||||||
| Value | Cumulative damage to multiple enemies | ||||||||||||||||
| Direction | Flame explosions and ember effects | ||||||||||||||||
| 7. Scalability Considerations | |||||||||||||||||
| The character system is designed to allow various expansions during the live service process: | |||||||||||||||||
| · Continuous addition of new heroes | |||||||||||||||||
| · Expansion of higher rarity tiers | |||||||||||||||||
| · Dedicated weapon system | |||||||||||||||||
| · Skin and cosmetic monetization | |||||||||||||||||
| · Seasonal meta shifts | |||||||||||||||||
| Through these initiatives, the game secures both long-term content scalability and a sustainable revenue structure. | |||||||||||||||||
| BM Stragey | |||||||||||||||||
| 1. BM Design Direction | |||||||||||||||||
| The business model for Lucky Three Kingdoms is designed around General collection, growth acceleration needs, and repetitive consumption in live services. While avoiding excessive Pay-to-Win structures, the goal is to induce natural payment flows centered on convenience and growth efficiency. | |||||||||||||||||
| The BM structure consists of three main pillars: | |||||||||||||||||
| · Standard gacha-type monetization | |||||||||||||||||
| · Growth acceleration monetization | |||||||||||||||||
| · Live service consumption-based monetization | |||||||||||||||||
| 2. Core Revenue Structure | |||||||||||||||||
| 2.1 General Summon (Primary Revenue) | |||||||||||||||||
| The most core revenue stream. Players continuously use summons to acquire new generals and achieve growth efficiency through duplicate acquisitions. | |||||||||||||||||
| Design Points: | |||||||||||||||||
| · Rarity-based probability, | |||||||||||||||||
| · pity (guaranteed) system, | |||||||||||||||||
| · periodic pick-up rotations, | |||||||||||||||||
| · utilizing duplicates as growth resources. | |||||||||||||||||
| Key Pillar for Long-term ARPU formation. | |||||||||||||||||
| 2.2 Growth Acceleration Package | |||||||||||||||||
| Products that increase player progression speed and provide convenience. | |||||||||||||||||
| Main Items: | |||||||||||||||||
| · Resource packages, | |||||||||||||||||
| · growth material bundles, | |||||||||||||||||
| · progression-step packages, | |||||||||||||||||
| · stage-clear support packages. | |||||||||||||||||
| Role: These encourage the first purchase from non-paying or low-spending users. | |||||||||||||||||
| 2.3 Season Pass (Battle Pass) | |||||||||||||||||
| A core live service product that induces both continuous login and game progression simultaneously. | |||||||||||||||||
| Structure: | |||||||||||||||||
| · Free reward track | |||||||||||||||||
| · Premium reward track | |||||||||||||||||
| · Season mission-based progression | |||||||||||||||||
| · Exclusive costumes/relics provided | |||||||||||||||||
| The Season Pass aims to secure stable monthly recurring revenue. | |||||||||||||||||
| 2.4 Convenience Items | |||||||||||||||||
| An area that supplements revenue while lowering the Pay-to-Win perception. | |||||||||||||||||
| Examples: | |||||||||||||||||
| · Auto-battle acceleration | |||||||||||||||||
| · Extra reward slots | |||||||||||||||||
| · Inventory expansion | |||||||||||||||||
| · Skip functions | |||||||||||||||||
| Purpose of absorbing live service retention | |||||||||||||||||
| 3. Monetization Psychology Design | |||||||||||||||||
| Lucky Three Kingdoms induces payment conversion based on the following user psychological flow: | |||||||||||||||||
| ① Stimulating the desire for General collection | |||||||||||||||||
| ② Encountering combat power stagnation points | |||||||||||||||||
| ③ Generating needs for growth acceleration | |||||||||||||||||
| ④ Engagement through limited pick-ups and season strategies | |||||||||||||||||
| ⑤ Formation of repetitive consumption structures | |||||||||||||||||
| This structure is designed to form a natural monetization flow while minimizing excessive fatigue. | |||||||||||||||||
| 4. Live Service Revenue Expansion | |||||||||||||||||
| Revenue scaling will be promoted through the following elements after launch: | |||||||||||||||||
| · Periodic release of new Generals | |||||||||||||||||
| · Inducing meta changes | |||||||||||||||||
| · Season event operations | |||||||||||||||||
| · Sale of limited-edition costumes | |||||||||||||||||
| · Guild/PVP reward linkage | |||||||||||||||||
| Through this, the goal is to maintain a long-term revenue curve even after the initial launch peak. | |||||||||||||||||
| 5. KPI Target Direction (For Investment Reference) | |||||||||||||||||
| Initial target metrics aim for the following areas: | |||||||||||||||||
| · Securing stable Retention D1/D7 maintenance power | |||||||||||||||||
| · Forming monthly recurring revenue based on Season Pass | |||||||||||||||||
| · Organizing revenue proportion centered on permanent pick-ups | |||||||||||||||||
| · Optimizing CPI based on the Southeast Asian market | |||||||||||||||||
| ※ Specific figures will be calibrated after the soft launch. | |||||||||||||||||
| Investment Strategy and Revenue Forecast | |||||||||||||||||
| 1. Investment Point Summary (One-Page Highlight) | |||||||||||||||||
| Lucky Three Kingdoms is a project based on the core loop of the idle genre—'Growth-Collection-Combat'—but maximized for profitability through a highly designed BM. It is not just about collection; it induces a continuous desire for growth and competitive spirit to form a stable revenue structure. Targeting global users, it adopts a dual strategy that secures a broad user base by placing a deep monetization model behind casual gameplay, while simultaneously stimulating the spending desire of high-paying users. | |||||||||||||||||
| The revenue structure consists of three main pillars: | |||||||||||||||||
| · General Summon and Enhancement | |||||||||||||||||
| · Growth Acceleration Packages | |||||||||||||||||
| · Live Service Exclusive Products | |||||||||||||||||
| 2. Competitive Advantage [Market Position] | |||||||||||||||||
| Lucky Three Kingdoms establishes a differentiated collection and growth balance compared to existing idle games. | |||||||||||||||||
| Category | Existing TD | Collectible RPG | Lucky Three Kingdoms | ||||||||||||||
| Entry Difficulty | Low | Medium | Low | ||||||||||||||
| Strategy Depth | Medium | High | Medium | ||||||||||||||
| Collection Motivation | Weak | Very Strong | Strong | ||||||||||||||
| Live Scalability | Medium | High | High | ||||||||||||||
| Monetization Structure | Simple | Complex | Optimized | ||||||||||||||
| Comparison: Maximizing revenue per user through high collection depth and an advanced BM. | |||||||||||||||||
| 3. Expected KPI Summary (Initial Assumptions) | |||||||||||||||||
| ※ Projections for the initial launch phase | |||||||||||||||||
| Retention Metrics | |||||||||||||||||
| Goal | |||||||||||||||||
| D1 Retention | 40%+ | ||||||||||||||||
| D7 Retention | 15%+ | ||||||||||||||||
| D30 Retention | 5%+ | ||||||||||||||||
| Revenue Metric Target | |||||||||||||||||
| Goal | |||||||||||||||||
| Conversion Rate | 3~5% | ||||||||||||||||
| ARPPU | $25~40 | ||||||||||||||||
| ARPDAU | $0.15~0.25 | ||||||||||||||||
| Marketing ROI | 35%+ | ||||||||||||||||
| ※ ARPPU (Average Revenue Per Paying User)** = Average revenue per paying user. | |||||||||||||||||
| ※ ARPDAU (Average Revenue Per Daily Active User)** = Average revenue per daily active user. | |||||||||||||||||
| 4. Revenue Simulation (Conservative Estimation) | |||||||||||||||||
| Initial Operation Scenario | |||||||||||||||||
| Assumptions | |||||||||||||||||
| · Monthly Active Users (MAU): 500,000 | |||||||||||||||||
| · Conversion Rate: 3% | |||||||||||||||||
| · ARPPU: $20 | |||||||||||||||||
| Estimated Monthly Revenue | |||||||||||||||||
| MAU: 500,000 | |||||||||||||||||
| → Paying Users: 20,000 | |||||||||||||||||
| → Estimated Monthly Revenue ≈ $600,000 | |||||||||||||||||
| Scale-Up Scenario | |||||||||||||||||
| Post Live Stabilization: | |||||||||||||||||
| · MAU: 1,500,000 | |||||||||||||||||
| · Paying Rate: 4.5% | |||||||||||||||||
| · ARPPU: $35 | |||||||||||||||||
| → Estimated Monthly Revenue ≈ $2.36M | |||||||||||||||||
| 5. Monetization Tunnel Structure | |||||||||||||||||
| User Purchase Cycle | |||||||||||||||||
| Lucky Three Kingdoms stimulates user purchase psychology based on the following flow: | |||||||||||||||||
| Inflow -> Interest -> General Collection -> Growth Stagnation -> First Purchase -> Repetitive Consumption | |||||||||||||||||
| Key Conversion Points | |||||||||||||||||
| · Inducing initial General collection desire | |||||||||||||||||
| · Designing combat power stagnation points | |||||||||||||||||
| · Timing of limited package exposure | |||||||||||||||||
| · Emphasizing Season Pass efficiency | |||||||||||||||||
| · Retention maintenance items | |||||||||||||||||
| This structure induces the first purchase from low-spending users and maximizes repetitive consumption from mid-to-high spending users. | |||||||||||||||||
| 6. User Segment Strategy | |||||||||||||||||
| Targeting based on user needs | |||||||||||||||||
| User Group | Characteristics | Revenue Contribution | |||||||||||||||
| Light User | Time-killing | Initial traffic & Ad revenue | |||||||||||||||
| Mid-core User | Combat & Collection | Main micro-transactions | |||||||||||||||
| Hardcore User | Ranking & Competition | High-value package purchases | |||||||||||||||
| Whale User | Record-breaking | Primary revenue contribution | |||||||||||||||
| 7. Live Service Roadmap | |||||||||||||||||
| Expansion plan after launch | |||||||||||||||||
| Phase 1: Stabilization | |||||||||||||||||
| · Server resource optimization | |||||||||||||||||
| · Addition of new Generals | |||||||||||||||||
| · Event system establishment | |||||||||||||||||
| Phase 2: Growth Acceleration | |||||||||||||||||
| · Large-scale updates | |||||||||||||||||
| · Cooperative (Co-op) content | |||||||||||||||||
| · Advanced season scheduling | |||||||||||||||||
| Phase 3: Community Strengthening | |||||||||||||||||
| · Guild system | |||||||||||||||||
| · Competitive content | |||||||||||||||||
| · Global expansion | |||||||||||||||||
| 8. Investment Stability | |||||||||||||||||
| Lucky Three Kingdoms has a structure capable of securing and expanding stable revenue. | |||||||||||||||||
| · Market-proven genre (Idle) | |||||||||||||||||
| · High-efficiency, small-scale project structure | |||||||||||||||||
| · Global one-build distribution strategy | |||||||||||||||||
| · Diverse live operation experience | |||||||||||||||||
| · Transparent revenue-sharing model | |||||||||||||||||
| Through continuous data tracking and updates, we minimize risk and generate stable profits. | |||||||||||||||||
| Market Analysis | |||||||||||||||||
| 1. Target Market (TD) Status | |||||||||||||||||
| The Tower Defense (TD) genre has long been a steady seller in the global market, but many recent titles suffer from shallow meta-structures. Lucky Three Kingdoms builds a deep meta-structure on top of an easy-to-access TD loop to absorb the needs of both casual and mid-core users. Currently, the market is shifting from simple 'Defense' to 'Fusion TD', requiring high-quality visuals, live service capabilities, and a sophisticated monetization structure. | |||||||||||||||||
| 2. Recent Trends | |||||||||||||||||
| In the current TD and mobile game market, the following trends are prominent: | |||||||||||||||||
| Key Trends | |||||||||||||||||
| · Fusion of genres (TD + RPG) | |||||||||||||||||
| · Active introduction of Roguelike elements | |||||||||||||||||
| · Increased value of collection and growth | |||||||||||||||||
| · Focus on live operation and season-based content | |||||||||||||||||
| · Advancement of BM (Business Model) | |||||||||||||||||
| In this trend, Lucky Three Kingdoms presents a hybrid strategy specialized in collection and growth. | |||||||||||||||||
| 3. Defense Genre Status | |||||||||||||||||
| This project references the successful case of “Unbbalzonmangame”, which has recently demonstrated strong performance in the global mobile market. The title secured a broad user base through its intuitive strategic tower defense structure and high replay motivation. Within approximately one year of launch, it achieved cumulative revenue of around KRW 300 billion($250M), validating both the market potential and monetization strength of the casual strategy tower defense genre. | |||||||||||||||||
| This case is significant in two key aspects: | |||||||||||||||||
| · It confirms the global revenue potential of the casual TD genre | |||||||||||||||||
| · It demonstrates the mass scalability of simple, easy-to-play gameplay | |||||||||||||||||
| Building upon this proven framework, Lucky Three Kingdoms pursues further differentiation through Three Kingdoms hero collection and enhanced combat presentation. | |||||||||||||||||
| 3.1 Benchmarking Points | |||||||||||||||||
| Lucky Three Kingdoms strategically incorporates the success factors of top-tier TD games: | |||||||||||||||||
| classifty | Direction | ||||||||||||||||
| Configuration | Casual accessibility + Mid-core depth | ||||||||||||||||
| Growth Potential | Infinite growth through General/Soldier collection | ||||||||||||||||
| Strategic Nature | Strategic fun through placement and skill timing | ||||||||||||||||
| BM Structure | Optimized monetization through Gacha + Packages | ||||||||||||||||
| Live Operation | Long-term service through season-based updates | ||||||||||||||||
| 3.2 Differentiation Strategy | |||||||||||||||||
| Lucky Three Kingdoms pursues differentiation through the following core strengths: | |||||||||||||||||
| · Use of the globally recognized Three Kingdoms IP | |||||||||||||||||
| · High-quality art and unique character design | |||||||||||||||||
| · Fast-paced gameplay and impactful battle effects | |||||||||||||||||
| · Diverse PVE/PVP content utilizing the meta-structure | |||||||||||||||||
| · Optimization for high-spec performance | |||||||||||||||||
| This strategy allows us to provide a differentiated experience from existing competitive titles. | |||||||||||||||||
| 4. Target Market Analysis | |||||||||||||||||
| 1st Target: Southeast Asia | |||||||||||||||||
| The Southeast Asian market is suitable as an early entry market for the following reasons. | |||||||||||||||||
| · Regions with high Three Kingdoms IP affinity and rapid market growth | |||||||||||||||||
| · High preference for Three Kingdoms stories | |||||||||||||||||
| · High concentration of mid-core users | |||||||||||||||||
| · Focus Countries: Vietnam, Thailand | |||||||||||||||||
| 2nd Target — Global | |||||||||||||||||
| Expansion to the following markets is considered after stabilization of live services. | |||||||||||||||||
| · Taiwan/Hong Kong | |||||||||||||||||
| · Korea | |||||||||||||||||
| · Japan | |||||||||||||||||
| · North America & Europe | |||||||||||||||||
| A strategy of step-by-step expansion is adopted to manage marketing efficiency. | |||||||||||||||||
| 3rd Target — China | |||||||||||||||||
| China is one of the world's largest mobile game markets and is a very attractive expansion market in the long term due to its high cultural affinity for Three Kingdoms material. Particularly, users have a high understanding of strategy and Three Kingdoms-based games, providing a favorable environment for content acceptance. However, since entry barriers such as ISBN (Panho) issuance, publisher cooperation, and localization requirements exist, a step-by-step entry strategy will be considered after initial market stabilization. | |||||||||||||||||
| The Chinese market has meaningful potential in the following aspects: | |||||||||||||||||
| · Very high awareness of the Three Kingdoms IP | |||||||||||||||||
| · High user understanding of the strategy genre | |||||||||||||||||
| · Potential for rapid scale-up when cooperating with large publishers | |||||||||||||||||
| · Existence of a user base with high live service purchasing power | |||||||||||||||||
| Particularly, the structure combining General collection and growth elements has a high fit with the preferences of Chinese users. | |||||||||||||||||
| 5. Competitive Environment | |||||||||||||||||
| Two types of competitors currently exist in the market. | |||||||||||||||||
| Type A — Traditional TD | |||||||||||||||||
| · Strategy-centered | |||||||||||||||||
| · Weak collection elements | |||||||||||||||||
| · Limited revenue scalability | |||||||||||||||||
| Type B — Collectible RPG | |||||||||||||||||
| · High revenue structure | |||||||||||||||||
| · Relatively high entry barriers | |||||||||||||||||
| · Presence of combat fatigue | |||||||||||||||||
| 6. Position of Lucky Three Kingdoms | |||||||||||||||||
| Lucky Three Kingdoms strategically targets the midpoint between these two genres. | |||||||||||||||||
| Positioning | |||||||||||||||||
| · Low entry barrier of TD | |||||||||||||||||
| · High revenue potential of collectible RPGs | |||||||||||||||||
| · Casual-friendly UX | |||||||||||||||||
| · General-centered meta-scalability | |||||||||||||||||
| Through this, the goal is to avoid the high-density traditional RPG market while securing high profit potential. | |||||||||||||||||
| 7. Market Opportunity Summary | |||||||||||||||||
| The segment Lucky Three Kingdoms is entering has the following opportunities. | |||||||||||||||||
| · Existence of a proven core loop | |||||||||||||||||
| · Entry into the casual TD re-growth phase | |||||||||||||||||
| · Continuous demand for the Three Kingdoms IP | |||||||||||||||||
| · Expansion of the Southeast Asian user base | |||||||||||||||||
| · Capable of long-term live service revenue structure | |||||||||||||||||
| Comprehensively, this project is positioned in a market with a balanced structure of expected revenue relative to risk. | |||||||||||||||||