---
id: wiki-2026-0508-맞춤형-팩-personalized-packs
title: 맞춤형 팩 (Personalized Packs)
category: 10_Wiki/Topics
status: verified
canonical_id: self
aliases: [Personalized Packs, Dynamic Bundles, Player-Tailored Offers]
duplicate_of: none
source_trust_level: A
confidence_score: 0.9
verification_status: applied
tags: [monetization, mobile-game, personalization, ml]
raw_sources: []
last_reinforced: 2026-05-10
github_commit: pending
tech_stack:
  language: python
  framework: contextual-bandit / XGBoost
---

# 맞춤형 팩 (Personalized Packs)

## 매 한 줄
> **"매 player의 progression / collection gap / spend tier에 fit한 bundle을 ML로 generate"**. 2018 Supercell의 Brawl Stars Brawl Pass에서 mass-personalization 시작 → 2024 Royal Match · Monopoly Go 의 contextual-bandit 기반 dynamic offer로 evolve. 2026 현재 LLM-augmented offer copy + reinforcement-learning price elasticity가 industry standard.

## 매 핵심

### 매 Personalization Signal
- **Collection gap**: 매 missing card / character / skin → highest "completion utility".
- **Progression stall**: 매 stuck level → relevant booster / energy bundle.
- **Spend tier**: 매 LTV percentile (whale / dolphin / minnow / non-payer).
- **Churn risk**: 매 7-day rolling DAU drop → retention offer.
- **Session context**: 매 just-failed stage → instant-relief bundle.

### 매 Bundle Composition Heuristic
- **Anchor (core item)**: 매 player가 가장 원하는 single SKU — collection gap based.
- **Filler (utility)**: 매 gold / energy / consumables — perceived value 부풀리기.
- **Discount %**: 매 30~80% — perceived savings vs. actual margin.
- **Time pressure**: 매 24~72hr countdown — scarcity-driven conversion.

### 매 응용
1. Monopoly Go: 매 dice + sticker pack 동적 가격.
2. Royal Match: 매 stuck-level relief bundle.
3. Marvel Snap: 매 collection-gap-aware bundle (spotlight key).
4. Genshin Impact: 매 character-specific weapon + materials bundle pre-banner.

## 💻 패턴

### Contextual Bandit Offer Selection
```python
import numpy as np
from sklearn.linear_model import SGDRegressor

class OfferBandit:
    def __init__(self, n_arms: int, ctx_dim: int, alpha: float = 0.1):
        self.models = [SGDRegressor(learning_rate='constant', eta0=alpha)
                       for _ in range(n_arms)]
        self.ctx_dim = ctx_dim
        for m in self.models:
            m.partial_fit([np.zeros(ctx_dim)], [0])

    def select(self, ctx: np.ndarray, eps: float = 0.1) -> int:
        if np.random.rand() < eps:
            return np.random.randint(len(self.models))
        scores = [m.predict([ctx])[0] for m in self.models]
        return int(np.argmax(scores))

    def update(self, arm: int, ctx: np.ndarray, reward: float):
        self.models[arm].partial_fit([ctx], [reward])
```

### Collection Gap Score
```python
def gap_score(player_inv: set[str], target_set: set[str],
              rarity_weight: dict[str, float]) -> dict[str, float]:
    missing = target_set - player_inv
    return {sku: rarity_weight.get(sku, 1.0) for sku in missing}

def top_anchor(scores: dict[str, float], k: int = 1) -> list[str]:
    return sorted(scores, key=scores.get, reverse=True)[:k]
```

### Price Elasticity Estimator
```python
import numpy as np
from scipy.optimize import minimize_scalar

def expected_revenue(price: float, base_demand: float, elasticity: float) -> float:
    qty = base_demand * (price ** elasticity)  # elasticity < 0
    return price * qty

def optimal_price(base_demand: float, elasticity: float,
                  bounds: tuple = (0.99, 99.99)) -> float:
    res = minimize_scalar(lambda p: -expected_revenue(p, base_demand, elasticity),
                          bounds=bounds, method='bounded')
    return float(res.x)
```

### Bundle Builder
```python
from dataclasses import dataclass

@dataclass
class Bundle:
    anchor: str
    fillers: list[str]
    price_usd: float
    discount_pct: int
    expires_in_hours: int

def build_bundle(player_id: str, anchor_sku: str, ltv_tier: str) -> Bundle:
    tier_config = {
        'whale': (49.99, 60, 24),
        'dolphin': (19.99, 65, 48),
        'minnow': (4.99, 70, 72),
        'non_payer': (0.99, 80, 168),
    }
    price, discount, hours = tier_config[ltv_tier]
    fillers = recommend_fillers(player_id, count=3)
    return Bundle(anchor_sku, fillers, price, discount, hours)
```

### LLM Offer Copy
```python
import anthropic

def generate_copy(bundle: Bundle, player_lang: str = "ko") -> dict:
    client = anthropic.Anthropic()
    msg = client.messages.create(
        model="claude-opus-4-7",
        max_tokens=300,
        system=f"You write mobile-game offer copy in {player_lang}. "
               f"3 outputs: title (max 20ch), subtitle (max 40ch), CTA (max 10ch).",
        messages=[{"role": "user", "content": str(bundle)}],
    )
    return parse_copy(msg.content[0].text)
```

### Frequency Cap & Fatigue
```python
from datetime import datetime, timedelta

def can_show_offer(player_id: str, store: dict) -> bool:
    last = store.get(player_id, {}).get('last_offer_ts')
    if not last: return True
    return datetime.utcnow() - last >= timedelta(hours=6)
```

## 매 결정 기준
| 상황 | Approach |
|---|---|
| Whale (top 1%) | $49.99~$99.99 high-value bundle, low frequency |
| Dolphin (top 10%) | $9.99~$19.99 staircase progression |
| Minnow | $0.99~$4.99 starter / IAP-onramp |
| Non-payer (D7+) | $0.99 introductory + double-currency |
| Churn risk | retention bundle + 80% discount |

**기본값**: contextual bandit + LTV tier × collection-gap anchor + 6hr frequency cap.

## 🔗 Graph
- 부모: [[Mobile_Monetization]] · [[Personalization]]
- 변형: [[Staircase_Monetization_Model]] · [[Battle_Pass]] · [[Gacha]]
- 응용: [[Royal_Match]] · [[Monopoly_Go]] · [[Marvel_Snap]]
- Adjacent: [[Contextual_Bandit]] · [[LTV_Prediction]] · [[Price_Elasticity]]

## 🤖 LLM 활용
**언제**: offer copy generation, A/B variant ideation, anchor SKU rationale explanation.
**언제 X**: 매 actual price / SKU selection — bandit / RL이 더 robust (LLM은 calibration 약함).

## ❌ 안티패턴
- **Whale-only optimization**: 매 minnow / non-payer cohort revenue ignore — long-tail 손실.
- **Predatory targeting**: 매 churn-risk player에게 last-resort discount → regulatory risk (UK CMA, EU Digital Fairness Act).
- **Static bundles**: 매 player segment 동일 offer → CTR 50%↓.
- **No frequency cap**: 매 offer fatigue → uninstall spike.

## 🧪 검증 / 중복
- Verified (deconstructoroffun.com 2024 case studies, GDC Monetization Summit 2025).
- 신뢰도 A.

## 🕓 Changelog
| 날짜 | 변경 |
|---|---|
| 2026-05-08 | Phase 1 |
| 2026-05-10 | Manual cleanup — personalized pack 5-signal model + bandit + price elasticity 정리 |