Business Context and Challenges
Tencent has a vast user base across gaming, video and music, but membership benefits remain siloed. Only 12% of users engage across business lines—well below the industry average.
Fragmented Experiences
Users spend within individual services without experiencing the value of Tencent’s wider ecosystem.
Unrecognized Status
High-net-worth users lack a unified membership status and privileges that recognize their value.
Core insight
Identity Matters More Than Price
Users with a strong sense of belonging renew at 3.2 times the rate of other users. They are paying for a service and for an expression of who they are.
Exclusive Access Outweighs Everyday Discounts
76% of high-net-worth users place greater value on exclusive experiences, such as advance screenings and celebrity meet-and-greets. Scarce privileges hold 4.5 times the appeal of standard discounts.
The Black Card Membership System
A three-tier pyramid uses distinct benefits to give each level a clear sense of status and privilege.
Platinum
- + Benefits Redeemable Across Platforms
- + Unlimited Lossless Audio
Titanium
- + Monthly Cloud Movie Nights
- + Private-Server Gaming Sessions
OBSIDIAN
- + Private Cinema Bookings
- + Exclusive Celebrity Set Visits
