Live Ops - 暁ノ天刃録
Akatsuki
Year: 2022
Platform: iOS / Android
Role: Live Operations
Responsibilities: Publishing Operations · Go-to-Market Support · Visual Content Planning · Localization Support · QA Support · External Partner Coordination
Collaboration: Taiwan Publishing/operations Team · Malaysia Art Team · China Development Studio · Localization Team · Japanese Voice Recording Studio · Japanese Music Production Company
Overview
Akatsuki was the first project I took ownership of after joining the company. Originally developed and released in China, the game was acquired by our Singapore based publisher and localized for the Japanese market.
Based in the Taipei office, I supported the Japanese release by coordinating the player facing visual content, marketing materials, localization feedback, QA checks, and external production partners required for launch. My role was not limited to creating assets, I worked as a bridge between the publishing team, development studio, localization team, marketing partners, and external vendors to help ensure the project launched smoothly.
Achievements
- Supported the successful Japanese launch of a Chinese MMORPG.
- Helped the pre-registration campaign reach 200,000+ users.
- The game reached #1 on the Japanese App Store Free Games chart within the first week of launch.
- Launch advertisements were displayed across major JR station locations in Tokyo, including JR Shinagawa Station.
- Coordinated regional exclusive content, including an original Japanese theme song created specifically for the Japanese release.
200,000 Pre-Registrations Milestone Promotional Visual
#1 Free Game on the Japanese App Store
Advertisement Display at JR Shinagawa Station Main Concourse
Advertisement Display in the Main Hall of JR Shinagawa Station
Background
Since the game was originally designed for the Chinese market, the Japanese release required more than direct translation. The team needed to repackage the product visually, culturally, and commercially for a new audience.
This included reviewing Chinese wuxia terminology, adjusting UI presentation, supporting localized marketing campaigns, preparing store materials, coordinating voice recording, and checking whether certain characters, buildings, cultural references, and monetization elements were suitable for Japanese players.
My Responsibilities
I was responsible for planning and coordinating a wide range of visual and publishing materials, including the game logo, character illustrations, promotional advertisements, official website visuals, event announcements, social media campaigns, store assets, and costume or equipment concepts for in game events.
I also supported App Store Optimization, keyword selection, pre-registration campaigns, seasonal social media events, and community activities. For culturally specific campaigns, such as Obon Festival voice content and Halloween screenshot events, I worked with the team to create content that felt more natural for Japanese users.
In addition, I assisted with localization QA by reviewing translated text, checking implementation issues, identifying missing or inconsistent translations, and communicating required fixes with the development team.
Cross functional Coordination
A major part of my role was communication. I coordinated between the Singapore publishing team, Taiwan operations team, China development studio, Japanese localization team, and external Japanese production partners.
For voice over production, I helped coordinate online recording sessions with a major Japanese voice recording company, working alongside the recording director and voice talent to provide feedback during production.
I also helped coordinate the production of an original Japanese theme song with a Japanese music company. This theme song did not exist in the original Chinese version and was created as exclusive regional content for the Japanese launch.
Impact
The project launched successfully while staying aligned with the company’s production schedule. The Japanese release achieved strong early visibility through pre-registration growth, App Store ranking performance, and offline advertising placements in major Tokyo transit locations.
This project gave me hands on experience in publishing operations, localization, marketing coordination, QA support, and external partner management. It also became one of my earliest experiences working across multiple countries and disciplines to bring a live service title into a new market.
