Diamond Valley 2024
Diamond Valley 2024 is the new and improved version of the previous campaign, featuring 'Diamond Hero' mini-game and regional adaptations for Korea, Taiwan, and Japan.
- DV JAPAN
- DV KOREA
- DV TAIWAN
Building on its previous success, Diamond Valley 2024 introduced fresh enhancements to engage players even further. The campaign featured a new mini-game (Diamond Hero), redesigned characters and building layouts, and a flexible sweepstakes system. Japan integrated Circle to Search, while Taiwan focused on team-based collaboration, fostering stronger community engagement.
Originally developed for Korea, Diamond Valley 2023 was revamped and adapted in 2024 with customisations for Taiwan and Japan, introducing new features to enhance engagement. A key addition was Diamond Hero, a mini-game within the main game, which drove 1.4 million gameplays, boosted by a leaderboard system to encourage competition. Taiwan’s community-driven updates, including team challenges, leaderboards, and group emojis, strengthened collaboration, while Japan’s Circle to Search integration introduced interactive quests. The revamped sweepstakes system, with manual and auto-entry, led to 3.7 million entries. With 172,664 registrations, a 2.7x increase since 2023, the campaign demonstrated the power of regional adaptation and gamification.
Evolution
- International
- Role-play game
- Technical
(change to web assets) Web UI/UX design
Design system for UI/UX
Development of Diamond City assets in Tiled
UI design / in-game UI exploration
New Features
- Game
- Animation
- Regional adaptations
From the very beginning, the brief from Google Play Korea was the kind of opportunity PHQ could only dream of.
Diamond Hero
The 2024 campaign introduces a new mini-game, Diamond Hero (DH), which has significantly boosted user engagement, aligning with the client’s brief for Diamond Hero.
Remastered graphics
Muchang’s updated graphics and character design increased appeal for existing users, leading to higher engagement and positive feedback.
Sponsorships & brand collaborations
Working with Muchang, we integrated game developers and sponsors, including Honkai: Star Rail, Solo Leveling, Genshin Impact, Zenless Zone Zero, and Le Sserafim, into Diamond City gameplay to generate excitement among game fans.
Multiplayer / Community feature
Taiwan placed a strong emphasis on community. To achieve this, PHQ designed and built special features, including team joining and a team challenge, where the winning team receives a special sweepstakes entry. The group emoji feature triggers a celebration when two teammates interact, adding points to the team score daily. A team leaderboard was also introduced to encourage healthy competition.
Circle to Search feature
Japan’s focus is on game IPs and Android’s new Circle to Search feature. PHQ developed this functionality to replicate CTS on Android phones, allowing users to circle an item to trigger an explanation. This feature was integrated into all IP buildings as quests, where players must identify and clear the correct items.
Sweepstakes
This year’s sweepstakes page, featuring both auto and manual entry options, successfully met Google’s request and improved the user experience by allowing players to select their preferred prizes. The gamified UI design further enhanced engagement, resulting in over 3.7 million sweepstakes entries.
SHOWREEL
- Design
- Character design
- Role-play
Diamond Valley 2023, originally created for Google Play Korea, was revamped for 2024 with customisations and adaptations for launch in Taiwan and Japan. The campaign introduced new gameplay features, regional enhancements, and an improved sweepstakes system, elevating player engagement and overall experience.
Diamond Hero, a mini-game within the main game, boosted engagement with a leaderboard system encouraging competition. Taiwan focused on community features, team challenges, leaderboards, and group emojis, to foster collaboration, while Japan’s Circle to Search integration introduced an interactive quest element.
Collaboration between Google, Muchang, and PHQ ensured smooth execution, while real-time reporting enabled efficient data analysis. The campaign highlighted the impact of regional adaptation and gamification in driving engagement.
