Case Study 05 · Telecom · Gaming Bundle
PUBG Mobile & Free Fire Hybrid Gaming Bundle
Turning a screen-time surge into a category-defining bundle by packaging the two gaming titles already driving disproportionate network traffic.
The Opportunity
Post-COVID mobile gaming screen time surged, and Zong's DPI data showed the same shift locally. A disproportionate share of network traffic was flowing to PUBG Mobile and Free Fire, creating a clear opportunity for an operator-packaged gaming bundle.
The Approach
I led the market analysis and customer sentiment work that converted this signal into a product. We launched a hybrid bundle covering both games, sized around average daily in-game consumption, with backend IP-locking to prevent data spillage and protect bundle economics.
The Impact
- Generated PKR 160M in first-year revenue.
- Projected 4% year-over-year growth.
- Established gaming as a viable VAS category for Zong.
- Created the wedge for a broader shift from traditional bundles into a richer VAS portfolio.
The Takeaway
Pakistani subscribers had a clear appetite for operator-packaged gaming products. The bundle proved that gaming could become a meaningful VAS category and paved the way for deeper platform plays such as Zong Engage.