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In this talk I review the logic behind, and the way to design Live Operations in games based on 4 years of running strategy games in Plarium.
5x RevenuesLive Ops wisdom from the Asian industry
Leonard Frankel – Head of Biz Dev
casual connect usa | 22 - 24 july 2014
Live Ops And Promotions?
Increases Engagement, Ret. & ARPU Suitable for many game genres Works great together
Avg. Daily Revenue1X
Event1x
PvP Event 4.15X
Event1x
Event1.5x
Event1x
PvP Event 5.65X
Event1.5x
Event1x
Event1x
PvP Event 6.3X
Event1.5x
Mobile Asian Game
casual connect usa | 22 - 24 july 2014
live Ops And Promotions?
Example: Blood Brothers
casual connect usa | 22 - 24 july 2014
Plarium - Overview
Established 5 summers ago HQ in Israel 3 studios world-wide +500 Employees, 80 open positions
casual connect usa | 22 - 24 july 2014
What Makes A Game Engaging?
One of the most engaging games
casual connect usa | 22 - 24 july 2014
What makes a game engaging?
One of the most engaging games Let’s take a more complex game
casual connect usa | 22 - 24 july 2014
Imminent Uninstall
Mobile User: New game every month Mobile Gamer: +Double
casual connect usa | 22 - 24 july 2014
Chores
Converting in-game tasks to real-life goals
casual connect usa | 22 - 24 july 2014
Scarcity
Rare items = more valuable (even if effect is same)
casual connect usa | 22 - 24 july 2014
Scarcity
Losing to someone with a rare item? Recipe for desire “Looks so heavy! how could
hold it long enough to shoot me?!”
“Arrrgh!, I must get one!”
casual connect usa | 22 - 24 july 2014
A Full Recipe
Leaderboards are good for competition
Top Rewa
rdMedium
Value Reward
Low to No Reward
100,000 DAUsActively competing - 1,000
10,000
35,000
54,000
casual connect usa | 22 - 24 july 2014
A Full Recipe Multiple leaderboards Increase engagement
100,000 DAUs
Top
Very Good Reward
Good RewardRare
Good Reward
Ok RewardGreat
Nice Reward
Better RewardGood
Ok Reward
Low RewardNice
Better Reward
Low to No RewardOk
Low Reward
Low to No Reward
1,667
5,834
9165
1,667
5,834
9165 1,667
5,834
9165 1,667
5,834
9165 1,667
5,834
9165
16,667
casual connect usa | 22 - 24 july 2014
A Full Recipe
6 leagues In Stormfall events
casual connect usa | 22 - 24 july 2014
A Full Recipe
Even more competitive
Good
Ok Reward
Low RewardNice
Better Reward
Low to No Reward
Ok
Low Reward
Low to No Reward
Better rewards, more competitive
Inferior rewards, less competitiveDay 1
Day 2 Day 3.…
casual connect usa | 22 - 24 july 2014
A full recipe
Use a temporarily currency, available and spend-able only in the event
casual connect usa | 22 - 24 july 2014
Evolution of our live ops
1. Inception Lack of information
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Evolution
2. Adding reward One size fits all
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Evolution
3. Tiered rewardCrystals & units in 3 steps based on personal contribution
casual connect usa | 22 - 24 july 2014
Evolution
4. Linear progressionCrystals & units in relationto contribution.
Choice between unit types
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Evolution
5. Imperial unitsAvailable only in events
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Evolution
6. League playDivided playersinto several Leaderboards
Also made rewardsvisible
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Evolution
6. Permanently visible icon
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Evolution - Results
Stage Participation Rate Spend in EventBefore – 3 Tier rewards 100% 100%
Event 4 – Linear rewards 132.4% 113.7%
Event 5 – Unique units 133.7% 124.2%
Event 6 – Multiple tiers + UI 153.2% 155%
casual connect usa | 22 - 24 july 2014
Tailored Events
Different types of players An event for everyone
casual connect usa | 22 - 24 july 2014
Tailored events
Different types of players An event for everyone
casual connect usa | 22 - 24 july 2014
Tailored promotions
Types of discount – currency or itemsUnits you can buy for hard-currency
in Pirates: Tides of Fortune
casual connect usa | 22 - 24 july 2014
Tailored Promotions
Types of discount – currency or items Adapting the discounts
Even under a 70% discount , most people won’t buy a Lamborghini Gallardo
casual connect usa | 22 - 24 july 2014
Tailored Promotions
Types of discount – currency or items Adapting the discounts Results
Stage Description Revenues Paying users New pay users
Before Regular promotion 100% 100% 100%
Test Cohort + control 138% 116% 26%
Partial Some 186% 155% 434%
Release
All players 359% 159% 404%
casual connect usa | 22 - 24 july 2014
Tailored Promotions
Types of discount – currency or items Adapting the discounts Results – visual perspective
1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49 52 55 58 61 64 67 70 73 76 79
Revenues
DAUs
Days
Circles mark promotion days
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Schedule
Taps and Drains – combining promotions and events
Plan, diversify and be ready
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Fun practice – Candy Crush
Time-limited special levels
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Fun Practice
New boosters as unique rewards
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Fun Practice
Vanity items as brag-rights
Thank You!
Leonard Frankel – Head of Biz [email protected]
And a special thanks goes to:Adam g.Nick d.Helen b.Artem r.For their help in putting this presentation together
