Designing Streamer-Friendly Modes To Drive UA
PUBG Mobile’s Unfail is an asymmetrical horror mode similar to Behavior Interactive’s Dead by Daylight. In Unfail, a team of four players completes tasks while avoiding a boss controlled by a fifth player.
During Unfail’s early access, PUBG Mobile tapped into the popularity of asymmetrical horror games on streaming platforms by enlisting top streamers to host public lobbies of the new mode. Players who joined streamers’ lobbies could earn tokens to host their own lobbies.
PUBG Mobile also extended Unfail’s affiliate program to several emerging GEOs, including India, Pakistan, and Egypt. This strategy has boosted the app’s presence on alternative streaming platforms that are gaining traction in these markets, such as Kick. In July 2025, PUBG Mobile was the fifth most-streamed category on Kick, with watch time up 34% MoM.
Read our full analysis of Unfail.
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