5x revenues - Live Ops wisdom from the Asian games industry

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    11-Aug-2014

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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.

Transcript

5x Revenues Live 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 Revenue 1X Event 1x PvP Event 4.15X Event 1x Event 1.5x Event 1x PvP Event 5.65X Event 1.5x Event 1x Event 1x PvP Event 6.3X Event 1.5x 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 Lets 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 casual connect usa | 22 - 24 july 2014 A Full Recipe Leaderboards are good for competition Top Reward Medium Value Reward Low to No Reward 100,000 DAUs Actively 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 Reward Great Nice Reward Better RewardGood Ok Reward Low RewardNice Better Reward Low to No Reward Ok 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 91651,667 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 Reward Nice Better Reward Low to No Reward Ok Low Reward Low to No Reward Better rewards, more competitive Inferior rewards, less competitive 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 casual connect usa | 22 - 24 july 2014 Evolution 2. Adding reward One size fits all casual connect usa | 22 - 24 july 2014 Evolution 3. Tiered reward Crystals & units in 3 steps based on personal contribution casual connect usa | 22 - 24 july 2014 Evolution 4. Linear progression Crystals & units in relation to contribution. Choice between unit types casual connect usa | 22 - 24 july 2014 Evolution 5. Imperial units Available only in events casual connect usa | 22 - 24 july 2014 Evolution 6. League play Divided players into several Leaderboards Also made rewards visible casual connect usa | 22 - 24 july 2014 Evolution 6. Permanently visible icon casual connect usa | 22 - 24 july 2014 Evolution - Results Stage Participation Rate Spend in Event Before 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 items Units 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 wont 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 11 21 31 41 51 61 71 Revenues DAUs Days Circles mark promotion days casual connect usa | 22 - 24 july 2014 Schedule Taps and Drains combining promotions and events Plan, diversify and be ready casual connect usa | 22 - 24 july 2014 Fun practice Candy Crush Time-limited special levels casual connect usa | 22 - 24 july 2014 Fun Practice New boosters as unique rewards casual connect usa | 22 - 24 july 2014 Fun Practice Vanity items as brag-rights Thank You! Leonard Frankel Head of Biz Dev leonard@plarium.com And a special thanks goes to: Adam g. Nick d. Helen b. Artem r. For their help in putting this presentation together