Obsidian
¥9,999 / year
- Premium benefits across every service
- A private cinema screening each quarter
- Visits with stars and producers
- Early access to new game releases
- Dedicated customer service
Black Card Club
One membership for paying subscribers across gaming, video and music.
- 90 millionPaying subscribers
- 12%Cross-service engagement
- 50%Annual renewal target
Fragmented benefits
Tencent has more than 90 million paying subscribers across gaming, video and music. But benefits are managed separately, and only 12% of subscribers use more than one service. The audience is urban, middle-class and aged 30–45: willing to pay, with entertainment interests that span platforms.
Two reasons to renew
A sense of belonging and experiences they cannot get elsewhere.
A sense of belonging
Members with a strong sense of belonging renew at 3.2 times the rate of other users. They are paying for more than a service; they are expressing who they are.
Exclusive privileges
76% of high-net-worth users place greater value on exclusive experiences. Early screenings, meet-and-greets and limited-edition merchandize are 4.5 times more appealing than standard discounts.
Three membership tiers
Distinguished by status, not discounts.
Titanium
¥3,999 / year
- Monthly online screenings
- Private gaming sessions
- High-quality music streaming
- Priority access to limited-edition merchandize
- Birthday privileges
Platinum
¥1,999 / year
- Benefits redeemable across platforms
- Two movie tickets each month
- In-game item bundles
- Lossless audio
- Accelerated points earning
A rhythm of connection
- DailyTimely reminders of benefits available today
- WeeklyLivestreams: play with hosts and explore new releases
- MonthlyCity screenings and gaming tournaments
- QuarterlySuperFans Carnival
Created by members
Create with Tencent characters through illustration, music and video, once every quarter.
- The top three designs become skins or vehicles in Honor of Kings
- Selected work appears in the SuperFans creative collection
- Creators earn badges and a share of revenue
Milestones
- How to earn pointsCheck in +10; attend an event +50; create +200; invite a friend +100
- What to redeemLimited-edition merchandize, event priority, faster tier progression and early access codes for next season’s releases
- Something exceptionalAnnual MVP status, a visit to Tencent headquarters, a role in product co-creation and lifetime membership
Making it happen
Iterate every two weeks.
- WeComOfficial communities with real-time responses
- Mini ProgramView, redeem and use benefits, with data from every service in one place
- Member profilesAI-powered tagging for personalized recommendations
Timeline
- T0Interview users, benchmark competitors and define benefits
- T+30Pilot with 5,000 founding members
- T+60Refine using the data
- T+90Launch to all users
The numbers that matter
These are targets.
- ≥ 65%30-day retention
- ≥ 50%Annual renewal
- ≥ 40%Weekly active members
- 35%Target for cross-service engagement
- ≥ 60NPS
- +80%Value per member
Within 18 months
- 3.5×Cross-service engagement
- 2 millionMembers
- ¥5 billionAnnual membership revenue
Four risks to address first
Benefits do not align
Create a unified benefits platform. Make benefit packages flexible and set clear priorities.
Resale by scalpers
Verify identities, limit redemptions and monitor unusual activity.
Costs exceed budget
Cap the annual budget, allocate benefits by tier and secure brand sponsorships.
Expectations run too high
Make terms of use clear, set service standards and gather regular feedback.
Qingmei Future × Tencent Holdings
Interactive Marketing 2025
400-629-1588
