Battle Pass

In 2021, I designed and implemented a battle pass system for Hungry Shark World through comprehensive user research and meta-game monetization strategy. My dual-track progression design delivers curated rewards through streamlined interaction flows, with premium content driving recurring revenue.

Through iterative product design and user testing, I positioned the game at the forefront of live service monetization while extending the game's longevity and creating sustainable player retention.

Screenshot taken from Fortnite's Battle Pass

What is a battle pass?

A battle pass is a seasonal progression system where players advance through numbered tiers by completing challenges, unlocking rewards like cosmetics and currency. It features free and premium tracks—basic rewards for all players, exclusive content for premium holders. This creates recurring engagement through time-limited progression and generates sustainable revenue through seasonal purchases.

The Opportunity

Hungry Shark has a vast library of existing 3D assets that represent untapped potential. By repackaging these assets as battle pass rewards, we can transform underutilized content into compelling seasonal progressions that drive recurring revenue and sustained player engagement.

Anatomy of a Battle Pass

Premium

Premium Paid Tiers

Premium tiers offer exclusive rewards and accelerated progression

Premium Content

Free

Free Tiers

Free tiers provide basic rewards and steady progression, ensuring broad player participation and retention

Free Content

For Freemium/F2P, having both free and premium tiers are important as they encourage everyone to participate, providing more incentives for non-paying players, to convert and upgrade in the future.

Battle Pass Design

Before

After

Drag the handle to see the before & after results!

Design Approach

My wireframe design establishes a dual-track progression system with free rewards positioned prominently above premium to emphasize accessibility while differentiating value propositions. The premium track features deliberately sparse reward distribution, creating perceived exclusivity and higher value per reward. Hard currency tier skips introduce secondary monetization for time-constrained players, while the horizontal layout ensures clear progression visibility that drives conversion from free to premium participation.

Battle Pass Onboarding

We guided players through the new feature using a clear infographic that appears on first encounter and remains accessible via the Splash Pass screen - ensuring instructions aren't lost when players dismiss initial popups.

What the user sees when first encountering the Battle Pass System

Seasonal Content

Modular Framework

The seasonal battle pass design prioritizes modular UI components that can be seamlessly swapped in Unity, enabling rapid deployment of themed content. This technical flexibility allows for reactive seasonal events that capitalize on trending themes and cultural moments.

Halloween Theme

Christmas Theme

Lunar New Year Theme

Battle Pass Mechanics

Splash Pass Extreme

The Splash Pass features a premium 'Extreme' tier that includes 15 tier skips, providing an accelerated progression option for high-value players.

Differentiating Tiers

Visual hierarchy differentiates tiers through color coding and positioning, ensuring free players feel valued while premium content drives conversion through enhanced presentation.

Tier Skips

Hard currency tier skips provide progression flexibility for time-constrained players while creating valuable secondary monetization streams beyond the initial pass purchase.