Matching Cards
In-Game Revenue Event
Project Overview
Client
Garena
My Role
In-Game Event Designer
Timeline
May 2024 - Aug 2024
An in-game revenue event that is created from scratch. This is not a regular matching cards game. The code behind it allows the person in charge to control every possibility and determine, on average, how much a player needs to spend to win a reward.
Event Game Play: Youtube:(Link)
Event Achievement
The event will be re-launched every year as an annual event.
Generates 42.6% Revenue*
*Compared with events in the same category.
Proud Story
During my internship at Garena, there was an ideas pool for new events that I was assigned to make, but I decided to propose my own idea. It was challenging because I had to ensure that I covered every single aspect of the event majority by myself: its appearance, functionality, expected revenue, maintenance of reward value, and more. However, with dedication, the company approved my event.
Events Details
In this game, players match cards with identical faces. Cards that have not been flipped will be labeled as "blank," allowing the system to determine their faces. However, once a player has flipped a card, it will retain the same face to make the player feel less randomness (gacha-like game) in the event. If a player unveils a non-matching card, it will return to a face-down position, and its face will not change when unveiled again.
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This event aims to create a slot machine-like game that is easy to understand at first glance while shaping the event to give the impression that luck is a major influence, while still allowing other factors to affect the outcome.
This game is also very universal and can be adapted to servers in other regions, not just Thailand.
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The revenue is based on the price of each card the player flipped, and the price will increase over time.
Goal: Set a low price in the beginning to attract players to the event. Then, gradually increase the price towards the end. Players will still be willing to pay the higher price as they will have already opened most of the cards and feel invested in the event.
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There will be 16 cards in total (8 pairs) and divided into 3 tiers (T1-T3). The weight of dropping a rare reward can be adjusted by adjusting the rate of each flip.
(Follow the picture)
Event Userflow
Logos Draft & Typography
Problem & Solution
Problem:
The goal was to hook players with low initial prices and gradually increase them, while keeping players motivated to finish. The challenge was finding the point where players are still willing to pay to flip a card.
I looked at data from a similar event, but it didn’t fully answer the question, and there wasn’t enough time during my internship to run proper testing.
Solution:
When facing challenges like this, I prioritized setting up systems for long-term analysis and iteration. I designed a backup layout and ensured key variables—like pricing, card count, and replay rounds—were adjustable for future relaunches.
I also made sure the system tracked valuable player data, such as flip frequency, drop-off points, and replay behavior. This approach enables data-driven improvements and flexible updates based on real user interaction.
14 Cards Layout
12 Cards Layout
Problem:
I initially designed a vertical layout that looked fine on my phone and the company’s test device. However, on smaller screens, the content appeared too small, which could lead to a poor user experience.
First Draft
Solution:
I chose to redesign the layout from scratch after realizing the original wouldn’t scale well. Reducing the number of cards wasn’t viable, as it would affect both revenue and perceived reward value. I applied a design thinking approach—reframing the problem around screen space and usability. Due to system-imposed “dead space,” I created a horizontal layout with four cards surrounding a central “flip” button. This not only preserved visual balance but also increased card size for easier tapping on smaller screens, resulting in a more accessible and user-friendly experience.
Final Draft
