Problem

Loco, a leading esports and live game streaming platform in India, had a gap in its user engagement strategy with the absence of a dedicated TV app. As smart TVs gain popularity and the demand for immersive gaming and live stream viewing experiences on larger screens grows, the lack of an TV application limited Loco's reach and inhibited its ability to cater to a diverse audience. The challenges posed by the absence of a specialized app for Loco on TV were multifaceted:

Limited Accessibility: Without a dedicated TV app, Loco users were confined to smaller screens like smartphones, tablets or laptop/desktops, potentially compromising the optimal viewing experience for live game streaming content.
Reduced User Engagement: With the mainstream adoption of smart TVs for home entertainment, the absence of a tailored Loco app on this platform diminished the platform's ability to captivate users seeking a more immersive and communal gaming experience.
Missed Market Opportunities: The growing market of smart TV users represents a valuable segment that remained untapped by Loco. Failing to address this market gap not only limited user acquisition but also overlooked potential revenue streams from a broader audience.
Competitive Disadvantage: Competing platforms equipped with dedicated TV apps were likely to attract users, especially those who enjoy watching esports tournaments with friends on their television screens. The absence of a comparable Loco app put the platform at a competitive disadvantage and risks losing users to competitors.
Inconsistent Brand Presence: The lack of presence on TV disrupts the consistency of the Loco brand across different devices. Building an TV app is essential for Loco to maintain a unified brand identity and enhance overall brand recognition, especially among users who prefer enjoying esports tournaments with friends on a larger screen.

To address these challenges and capitalize on the growing smart TV user base, it was crucial to develop and launch a dedicated TV app.

Solution

The Loco TV app was aimed to offer users a seamless, high-quality, and immersive gaming experience on their television screens, facilitating social interactions and group viewing of esports tournaments among friends. This strategy ensured that Loco remains competitive and appealing to a broader audience seeking shared gaming experiences on larger screens.

Leading this 0-1 product launch, I executed a strategic and well-coordinated solution, leveraging the following inputs:

Cross-Functional Team Formation:
- Assembled a cross-functional team consisting of designers, developers, and quality assurance engineers to ensure diverse expertise and efficient collaboration throughout the development process.
Research and Identification of Best Practices:
- Conducted thorough research to identify best practices and potential technical challenges associated with Android TV app development and launch. This informed our approach and ensured adherence to industry standards.
Strategic Platform Selection:
- Finalized the decision to launch on Android TV first, recognizing its widespread market growth. The decision was reinforced by the increasing prevalence of Android Play Store on entry-level smart TVs, enhancing accessibility for a broader audience. In subsequent releases, the plan was to make it available on other TV operating systems like FireTV, Tizen OS, Web OS, etc.
Roadmap Development:
- Created a detailed roadmap outlining each stage of the development process. Tasks were meticulously assigned to team members based on their areas of expertise, ensuring a structured and efficient workflow.
Collaboration with External Contractors:
- Fostered close collaboration with external contractors possessing expertise in developing Android TV apps. This collaboration ensured the incorporation of best practices and meticulous adherence to all technical requirements.
Continuous Prioritization and Stakeholder Collaboration:
- Implemented continuous prioritization processes, removing roadblocks promptly, and fostering seamless collaboration between internal and external stakeholders. This agile approach ensured flexibility in addressing challenges and maintaining project momentum.
Go-to-Market Planning:
- Formulated a comprehensive go-to-market strategy, releasing the Android TV app as a separate bundle within the existing Android app package. This approach allowed users to download the app directly from the mobile Play Store, enhancing accessibility and user adoption. Additionally, the strategic decision to launch the app coinciding with an esports tournament aimed to capitalize on the event's popularity, boosting initial user engagement and awareness.

Through this multifaceted approach, we successfully navigated the complexities of Android TV app development, ensuring a robust product launch aligned with market trends, user preferences, and strategic business objectives.

Impact

Average DAU of 2500 within the first three days post-launch
Over 3500 new downloads in the first month
First month MAU of 6.5K

New Product Launch - Loco TV App