Even all the languages were under the same domain on the previous website structure, each business region was responsible for translating and maintaining the website for their regional languages. In that scenario, PUBG had the worst of both worlds: regional content managers had too little autonomy over the content and too much autonomy over the pages' layout, leading to bland and broken translations of the US website spread through the languages
Beyond the total visual revamp, the website suffered a complete structural change aimed to tackle multiple pain points raised during the research phase. We inserted regional domains and new post types, that allow regional content managers to have full control over the content and to explore those that better suit the interests of their users, i.g. prioritizing videos over text post, promoting interviews with regional pro-player or streamers, and so on. At the same time, we limited the autonomy of content managers over the page's layout, ensuring global visual consistency. We also added a git-like feature that allows HQ and regionals to push and pull contents between them, facilitating the distribution of global-intended content by HQ and the replication of regional ones.
Another research finding pointed out that the community constantly didn't feel heard by PUBG Corp. On the other hand, the PUBG team indicated - later validated during the netnography - that some regional communities can be quite critical and toxic in their comments about the game. By combining these two insights, users would now be able to react to pubg.com posts, giving them the ability to express their thoughts but always keeping this dialog healthy. As a plus, emojis used will represent game items and internal jokes.
To complete the composition of the portal, pubg.com now also promotes content from other subsidiaries, like PUBG Mobile and PUBG Esports, creating a true PUBG global hub.
