Life After Launch: How to Grow Mobile Games with In-Game Events
-
Upload
simon-hade -
Category
Marketing
-
view
201 -
download
3
Transcript of Life After Launch: How to Grow Mobile Games with In-Game Events
![Page 1: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/1.jpg)
Simon Hade, COO & Co-founder
Forget Features! How we grow games using Live Ops & In Game Events
![Page 2: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/2.jpg)
![Page 3: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/3.jpg)
![Page 4: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/4.jpg)
Accessible Live Ops
Broad reach
Top 100
Quick win Innovated clan wars & events
$37m
Ultimate Live Ops Platform
Very core
$19m
![Page 5: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/5.jpg)
![Page 6: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/6.jpg)
![Page 7: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/7.jpg)
![Page 8: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/8.jpg)
![Page 9: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/9.jpg)
9
![Page 10: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/10.jpg)
![Page 11: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/11.jpg)
![Page 12: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/12.jpg)
12 months - daily revenueBaseline excl, event revenue
Actual incl. event revenue
50% revenue from events
![Page 13: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/13.jpg)
6 months - daily revenue
Baseline excl, event revenue
Actual incl. event revenue
27% revenue from events
![Page 14: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/14.jpg)
90%
92%
94%
96%
98%
100%28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45
SurvivalRate%
DaysSinceInstall
SurvivalRate%
98% month on month retention
![Page 15: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/15.jpg)
Incremental revenue (30-50%)
Better retain engaged players
Why do In Game Events?
![Page 16: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/16.jpg)
Beware: cannibalisation & conditioning
![Page 17: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/17.jpg)
Baseline Revenue
Uplift from Events
Event Cannibalisation
Beware: cannibalisation & conditioning
![Page 18: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/18.jpg)
Beware: content bloat
![Page 19: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/19.jpg)
Beware: changing core gameplay
![Page 20: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/20.jpg)
Average Gold Balance by Castle Level
New Castle Level 17 Sinks Added
Beware: economy (mis)management
![Page 21: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/21.jpg)
Revenue cannibalisation
Sales conditioning
Content bloat
Inadvertently screwing your economy
Things to be wary of
![Page 22: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/22.jpg)
Do you need events to be successful on mobile?
![Page 23: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/23.jpg)
23
![Page 24: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/24.jpg)
![Page 25: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/25.jpg)
![Page 26: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/26.jpg)
Programmatic
Curated
Frequent
Infrequent
![Page 27: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/27.jpg)
1. Define a genre or play pattern
2. Be No 2 or 3 with a brand
3. Focus on a valuable niche community, monetising through live ops & events
Formulas for success on mobile
![Page 28: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/28.jpg)
How we came to figure out live ops …
![Page 29: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/29.jpg)
“We have to kill Samurai Siege. We need the developers”
16 people
4 people / 0 developers
Gross Bookings
?
![Page 30: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/30.jpg)
“We have to kill Samurai Siege. We need the developers”
16 people
4 people / 0 developers
Gross Bookings
Profit per employee
![Page 31: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/31.jpg)
Putting a game into Live Ops can revive it
More profitable per employee
… But you need the right team
Live Ops > Features
![Page 32: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/32.jpg)
32
The Team
Economy
Design
QA
Live Ops
Community
Leader
![Page 33: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/33.jpg)
33
• T-shaped
• High output
• Team players
The Team
Economy
Design
QA
Live Ops
Community
Leader
![Page 34: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/34.jpg)
The Team
QA
Design
New Game
Analyst
PM
5 yrs 1 yr
Community
VIP
Live Ops
PM
PO
1 yr
QA
Design
3 yrs
Community
VIP
Live Ops
Community
VIP
3 yrs
CS
Community
VIP
1 yr
![Page 35: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/35.jpg)
Find T-shaped people
Great training ground
… but need to invest in tools and content
The Team
![Page 36: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/36.jpg)
The Toybox & the Treadmill
![Page 37: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/37.jpg)
Bespoke graphics & theming
Time limited offers
Core gameplay will be new. Every time!
Social pressure to perform
Three event types & ability to add more
Players/Alliances really care about winning
![Page 38: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/38.jpg)
The ToolboxStreaming graphics from
Amazon
Content Management System
Scheduling
Events: Alliance Totaliser, Personal Tournament, War Rush
![Page 39: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/39.jpg)
39
Spec
Local config
CMS
Testing
Code commit
![Page 40: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/40.jpg)
40
Spec
Local config
CMS
Testing
Code commit
![Page 41: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/41.jpg)
41
Spec
Local config
CMS
Testing
Code commit
![Page 42: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/42.jpg)
42
Spec
Local config
CMS
Testing
Code commit
![Page 43: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/43.jpg)
43
Spec
Local config
CMS
Testing
Code commit
![Page 44: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/44.jpg)
44
Spec
Local config
CMS
Testing
Code commit
![Page 45: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/45.jpg)
45
Spec
Local config
CMS
Testing
Code commit
![Page 46: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/46.jpg)
46
Spec
Local config
CMS
Testing
Code commit
Major event = 2 hours
Small event = 30 mins
![Page 47: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/47.jpg)
Le Toolbox Deluxe
Event Types
Personal Totaliser
Alliance Totaliser
Metagame Variation
Gameplay Variation
Easter eggs
$$$
Pay to play
Event accelerants
Pay not play
Gacha
Competition
Leaderboard rewards
League rewards
Revolving
Beat the Boss
Heats
Content
Permanent Vanity
Permanent Functional
Functional to Vanity
Temporary Functional
Early Access
Consumables
Gacha
Event currency
Upgradable
Mods
![Page 48: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/48.jpg)
Personal Totaliser
Alliance Totaliser
Metagame Variation
Gameplay Variation
Leaderboard rewards
League rewards
Revolving
Easter eggs
Permanent Vanity
Permanent Functional
Functional to Vanity
Temporary Functional
Early Access
Consumables
Gacha
Pay to play
Event accelerants
Pay not play
Gacha
Event currency
Beat the Boss Upgradable
Heats
Best performing
Mods
![Page 49: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/49.jpg)
![Page 50: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/50.jpg)
![Page 51: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/51.jpg)
Personal Totaliser
Alliance Totaliser
Metagame Variation
Gameplay Variation
Leaderboard rewards
League rewards
Revolving
Easter eggs
Permanent Vanity
Permanent Functional
Functional to Vanity
Temporary Functional
Early Access
Consumables
Gacha
Pay to play
Event accelerants
Pay not play
Gacha
Event currency
Beat the Boss Upgradable
Heats
Most engaging
Mods
![Page 52: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/52.jpg)
Personal Totaliser
Alliance Totaliser
Metagame Variation
Gameplay Variation
Leaderboard rewards
League rewards
Revolving
Easter eggs
Permanent Vanity
Permanent Functional
Functional to Vanity
Temporary Functional
Early Access
Consumables
Gacha
Pay to play
Event accelerants
Pay not play
Gacha
Event currency
Beat the Boss Upgradable
Heats
Most Money
Mods
![Page 53: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/53.jpg)
Mo Money Mo Problems
![Page 54: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/54.jpg)
54
![Page 55: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/55.jpg)
55
![Page 56: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/56.jpg)
56
![Page 57: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/57.jpg)
57
![Page 58: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/58.jpg)
58
![Page 59: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/59.jpg)
59
![Page 60: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/60.jpg)
60
![Page 61: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/61.jpg)
Start simple, aim for max flexibility
Every game is different
Players love new content
Leaderboards + functional prize = $$$
… but beware the content treadmill
The Toybox
![Page 62: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/62.jpg)
62
Our first event
![Page 63: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/63.jpg)
Permanent Vanity 25k presents
(~50 alliances)
Temporary OP boost 10k presents
$2 premium currency 2.5k presents
Gameplay variation 500 presents
Our first event
![Page 64: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/64.jpg)
Event Types
Personal Totaliser
Alliance Totaliser
Metagame Variation
Gameplay Variation
Competition
Leaderboard rewards
League rewards
Revolving
Easter eggs
Content
Permanent Vanity
Permanent Functional
Functional to Vanity
Temporary Functional
Early Access
Consumables
Gacha
$$$
Pay to play
Event accelerants
Pay not play
Gacha
Event currency
Beat the Boss Upgradable
Heats Mods
![Page 65: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/65.jpg)
$50k
$120k
Our first event
![Page 66: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/66.jpg)
Time to build
content
Time to consume content
Our first event
![Page 67: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/67.jpg)
Remember our most popular event
Standard RamNuclear Ram
![Page 68: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/68.jpg)
Solution! Frankenstein troops
• Regular trainable troop • Temp hero troop (camp) • Defensive structure
Context Changes
• Shader changes • Trails • Asset swap • Size
Visuals
• Conical damage • Spell cast on death • Damage drop off over range • Elemental vulnerabilities • Mix and match projectiles
Gameplay Changes
• Health • DPS • Range • Speed • Training time • AI priorities
Regular stats
![Page 69: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/69.jpg)
Frankenstein troops + Sagas
Prismatic Mage Saga: The Tome of the Mad Scholar
1 week work = 4 weeks content
![Page 70: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/70.jpg)
Regular Essence Master Prismatic Mage Level 1
Prismatic Mage Saga
![Page 71: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/71.jpg)
Prismatic Mage Level 2 Prismatic Mage Level 3
Prismatic Mage Saga
![Page 72: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/72.jpg)
Prismatic Mage Saga
Week 1 48hr Alliance
Totaliser
Week 2 24hr Alliance
Totaliser
Week 3 48 hr Alliance
Totaliser + Leaderboard
Week 4 Engagement
Event
![Page 73: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/73.jpg)
Intensity correlates to revenue
![Page 74: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/74.jpg)
![Page 75: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/75.jpg)
1-3-2-4 intensity cadence
Frankenstein troops + sagas
1 week work for 4 weeks content
Reduce, re-use, recycle
The Treadmill
![Page 76: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/76.jpg)
Events = $$$ + d365% Beware • cannibalisation • content bloat • economy change Live Ops > Features
T shaped people Training ground
Invest in tools
![Page 77: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/77.jpg)
Stream content
Content Management
Scheduling
Few reusable formats
Players love content
Max flexibilityLeaderboards + functional prizes = $$$
Beware of burnout
![Page 78: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/78.jpg)
1-3-2-4 cadence
Frankenstein troops
Sagas
1:4 time to create:consume
![Page 79: Life After Launch: How to Grow Mobile Games with In-Game Events](https://reader031.fdocuments.net/reader031/viewer/2022030306/586f8a451a28ab54768b631f/html5/thumbnails/79.jpg)
Simon Hade, COO [email protected]