LINE TODAY looks to expand AI-driven content recommendation service for HK users

LINE TODAY is looking to expand its artificial intelligence (AI)-driven content recommendation service to provide Hong Kong users with more relevant content. Meanwhile, it is strengthening the capabilities of its news-push editorial team, which selects the most relevant, important and interesting stories to aid LINE readers in up-to-date content discovery beyond their personal preferences.

Celebrating its fifth anniversary in Hong Kong, LINE has been committed to bringing people closer with localised information, content and services since 2018 through LINE TODAY. As of March 2023, it now has two million monthly active users, with more than 300 content partners, including traditional media, new media and video creators, producing more than 1,000 pieces of engaging new content each day.

Apart from LINE TODAY’s news-push plan, sponsored content partner plan and native advertising, the company remains committed to working closely with different global advertising network operators. Last year it cooperated with Taboola, the world’s discovery and native advertising platform, as its recommended content advertising partner. The coming year will see LINE TODAY increase its focus on digital marketing.

“LINE TODAY has been with the people of Hong Kong through all the changes, challenges and triumphs of the past five years, providing reliable, comprehensive and timely news content. Looking ahead, we will continue to develop and bring more local and international news, as well as more personal entertainment options and more lifestyle information,” Gareth Lau (pictured right), content business director of LINE TODAY, said.

On the other hand, LINE app users already have access to content across a range of highly relevant categories, such as breaking news, lifestyle, entertainment, travel, sports, technology and finance, as well as to mobile games and LINE Stickers.

According to the release, LINE Stickers transform the mobile chat experience by allowing users to express their feelings visually and they have become a popular way for Hong Kong people to show their care for others during the pandemic, and they continue to help users convey nuanced feelings and delight loved ones.

The LINE Stickers business is giving many new Hong Kong illustrators an opportunity to connect with the local audience as Mr. n Mrs. Moon stickers ranked 8th and 10th in the Hong Kong sales list in February this year, while Bac Bac’s Diary topped the list in March and LuLu The Piggy is on track to take the top spot in April. Creators from Japan and Taiwan also remain popular.

Furthermore, LINE's mobile game business also continues to accelerate in the post-pandemic era, as "LINE Rangers" is gradually building its fan base with exciting tie-ups with famous Japanese animation titles such as "Attack on Titan", "That Time I Got Reincarnated as a Slime", "Record of Ragnarok" and "Shaman King". “LINE Rangers” recorded a 37% year-on-year revenue increase in FY22 (April 2022-March 2023) in Hong Kong.

“The Hong Kong company’s advertising revenue grew more than 30% in FY22, compared with pre-pandemic 2019 levels. Direct sales advertising grew 112% year-on-year, and the average placement of new customers increased by more than 300%. Major direct sales advertising customers include McDonald's, Standard Chartered Bank, FWD Insurance, Hong Kong Jockey Club, Midland Realty, Hong Kong University and LG,” Queenie Hung (pictured left), sales director of LINE TODAY, said.

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