HUNGRY SHARK WORLD
Battle Pass
Designing an engaging battle pass side progression system that rewards players with both free and premium unlockables through seasonal content tiers.
Role
Lead UX Designer
Platform
iOS/Android
Timeline
2021
Contributions
User Research
Product Design
Meta-game monetization design
Interaction Design
01
Overview
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.
02
Anatomy of a Battle pass
Premium Paid Tiers
Premium tiers offer exclusive rewards and accelerated progression,
Premium
Content
Premium
Content
Premium
Content
Premium
Content
Free Tiers
Free tiers provide basic rewards and steady progression, ensuring broad player participation and retention
Free
Content
Free
Content
Free
Content
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.
03
Battle Pass Design
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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.
04
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
05
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.
06
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.