Pure.appKing of the hill
A monetization feature that increased subscription renewals by 27%.
Problem
Male users were paying for subscriptions but still struggled to get enough visibility in the feed.
As a result, they had fewer chances of getting matches, and subscription felt less valuable, which negatively affected renewals.
Goal
Increase profile visibility and strengthen the perceived value of premium features through a paid visibility mechanic.
Hypothesis
We believed that turning profile visibility into a competitive mechanic could increase the value of paid features for active male users.
Users would be more willing to pay for attention, status, and better chances of getting matches.
Solution &New Experience
King of the Hill introduced a paid mechanic that moved a user’s profile to the top of the feed.
The active King profile stayed pinned and visually highlighted with a crown badge and custom styling, making it stand out as users scrolled.
The position remained active until another user purchased the feature and replaced the current King, turning profile visibility into a live competitive experience.
Users could challenge each other for visibility, react to replacements with notes and voice messages, and compete publicly inside the product.
Entry points
Desktop version
