Game Live Operations Primer
Transforming games into engaging services with continuous innovation and player-centric strategies.
Discover the transformative power of LiveOps in games, evolving products into services for a dynamic player experience.
Learn how LiveOps strategies and tools fuel ongoing engagement and monetisation in mobile and AAA games.
Explore the critical role of a LiveOps mindset in game development, focusing on continuous innovation and player-centric approaches.
In this exploration, we’ll journey through the evolving landscape of video game live operations, commonly known as LiveOps. Join us as we uncover its essence, the pivotal role of a LiveOps mindset, and the indispensable toolkit that fuels this continuous evolution.
This conversation is mainly centred around mobile gaming and the free-to-play business model, but we are seeing more AAA games pursue a LiveOps strategy.
Ready to get a peek behind the curtain?
Games as products and services
First, let’s set the stage by contrasting traditional game development with game services. Understanding this dichotomy is vital to appreciating the depth and impact of LiveOps.
Before we dive deep into LiveOps, let’s explore how games are made as products and services. The terms “game as a product” and “game as a service” are tossed around quite a bit. Picture them as two sides of the same coin, but instead of heads and tails, we’ve got two distinct philosophies shaping how games are brought to life, experienced by players, and evolved.
On one side, we have the “game as a product” approach. It’s the classic, old-school way of doing things - think of it like buying a book. You pay once, get the whole story, and that adventure’s over once you’ve turned the last page. This method gives players a complete package right out of the gate. You buy the game, you play it, end of story. It’s straightforward, emphasising initial sales to make the financial magic happen.
But don’t expect a never-ending stream of updates; once the game hits the shelves, the team’s already eyeing their next project. Let’s explore what makes a game a solid “once-and-done” deal and how that contrasts with the ever-so-trendy “game as a service” model.
Core characteristics of ‘Game as a Product’
To appreciate the traditional approach, let’s delve into the core characteristics that define a game as a product. This perspective offers a foundational contrast to the GaaS model.
The “game as a product” viewpoint focuses on the traditional aspects of game development, delivery, and consumption, where the game is developed, launched, and then perhaps maintained or modestly updated over a short period.
Finite Experience – Games developed as products are often designed to deliver a complete, finite experience out of the box. Players pay once and get full access to the game, and once they finish it, that’s essentially the end of the journey. Think of single-player narrative games with a clear beginning, middle, and end.
Upfront Revenue – The product approach relies heavily on initial sales for revenue. The game’s financial success is often determined by how well it sells in the first few weeks or months after launch, with a peak in sales early on followed by a decline.
Limited Post-Launch Support – While there might be patches to fix bugs or minor content updates, post-launch support is generally limited compared to GaaS. The focus is on ensuring that the sold product meets the promised quality rather than continuously adding new content over time.
Development Cycle - The development cycle tends to be linear, with a clear endpoint: the game’s launch. Once the game is out, the team may move on to other projects, with only a tiny contingent left to handle support and patches.
Core characteristics of ‘Game as a Service’
Turning our gaze to the other side of the coin, we explore the dynamic characteristics of Games as a Service (GaaS). This model reshapes our understanding of post-launch game development.
The GaaS perspective takes a more dynamic and continuous approach to game development, delivery, and engagement. Here, the game isn’t just developed and launched as a complete package; it’s designed to grow, evolve, and deepen over time. This model focuses on creating an ongoing relationship between the game and its community. It is supported by regular updates, expansions, and a business model that encourages long-term engagement rather than a one-time purchase. It’s all about keeping the game fresh, and players hooked for the long haul.
Ongoing Experience – Unlike games designed as finite products, GaaS offerings aim to deliver an evolving, ongoing experience. Players don’t just pay for a game; they invest in a journey that extends and expands with new content, features, and updates. This approach is akin to a series that keeps adding seasons, constantly giving players new reasons to stay engaged.
Recurring Revenue—GaaS’s revenue model isn’t focused on the initial burst of sales post-launch. Instead, it thrives on continuous engagement and monetisation through subscriptions, microtransactions, or season passes. The aim is to generate a steady income stream over the game’s lifetime, encouraging ongoing investment from the player base.
Extensive Post-Launch Support – GaaS titles are characterised by their robust post-launch support, which goes beyond fixing bugs. Regular updates, expansions, and new content drops are part of the package, keeping the game fresh and engaging. This model demands a committed development team actively involved in the game’s expansion and continuously working to enhance the player experience.
Fluid Development Cycle – Unlike the linear and finite development cycle of traditional game products, GaaS operates on a fluid and ongoing development cycle. There’s no final endpoint; the development team constantly works on the next feature, content update, event or expansion. This cycle is driven by player feedback and game performance data, ensuring the game remains relevant and engaging for a long time.
What is LiveOps?
In the GaaS model, LiveOps refers to all the activities and systems that keep a game fresh, engaging, and profitable after its initial release. This often involves continuously adding new content, features, events, and fixes to the game to maintain and grow the player base.
LiveOps teams are accountable for monitoring performance and behaviour, updating content, and responding to data and player feedback to enhance the gaming experience.
From the player perspective, LiveOps consists of:
Seasonal themes
Time-limited events
In-game offers
Bundles of content
Time-limited offers
Mini-games and board games outside the core game
Season Pass or Subscription
Daily login rewards
Collections and sticker books
Player messaging
Game developers initially developed these LiveOps features and events with the idea that non-technical game team members could do future administration and release without needing a new client version of the game.
Understanding LiveOps is one thing, but grasping its critical importance is another. Let’s explore the driving factors that make LiveOps an indispensable strategy in today’s gaming landscape.
Why is LiveOps critical?
The importance of LiveOps has grown in recent years for several reasons:
Rising Cost Per Install (CPI): Acquiring new players is becoming more expensive. To offset this, developers must enhance each player’s lifetime value (LTV). LiveOps can be instrumental in achieving this goal.
Economic Recession: User purchasing power is declining, posing challenges for game monetisation. Through LiveOps, developers have a strategy to deepen user engagement and bolster retention.
Falling eCPM: The Effective Cost Per Thousand Impressions (eCPM) rates are downward, reducing studios’ ad revenue. This situation calls for alternative methods to boost revenue.
One of LiveOps’s primary benefits is its ability to facilitate continuous innovation and experimentation. Using LiveOps, game developers can quickly respond to changing player preferences, market demands, and emerging trends.
LiveOps transcends mere player retention; it heralds a strategic innovation, offering developers a lifeline from the daunting endeavour of crafting a new game from the ground up. By embracing effective LiveOps tactics, developers can perpetually refine and augment their current games, ensuring they remain dynamic, captivating, and pertinent. This methodology amplifies the existing game’s potential and protracts its viability, eliminating the necessity for starting anew.
Adopting a LiveOps mindset transforms how we view and develop games. We’re about to explore the principles that define this forward-thinking approach.
What is a LiveOps mindset?
Adopting a LiveOps mindset means seeing your game not just as a product to be launched and then left to its own devices but as a service that evolves and grows over time. It’s about being ready to roll with the punches, listening actively to your player base, and keeping the game fresh and engaging long after its initial release. Let’s dig into the nitty-gritty of what this mindset entails:
The Game is Never ‘Done’ – First, having a LiveOps mindset means you view your game as a living, breathing entity. It’s not about crossing the finish line at launch; it’s about setting up for a marathon. You’re always looking for ways to improve, update, and expand your game to keep players returning for more.
Data-Driven Decisions – Gone are the days of going purely with your gut. A LiveOps mindset leans heavily on analytics and player feedback. You’re constantly gathering data on how players interact with your game, what they love and skip, and what makes them close the game in frustration. Then, you use that data to make informed decisions about updates, tweaks, and new content.
Player-Centric Approach – You’re not just creating for players but making with them. This means listening to your community, engaging with them through social media, forums, and in-game events, and treating their feedback as gold dust. It’s about building a game and a shared space where players feel heard and valued.
Agility and Flexibility – In a traditional game development cycle, you might spend years perfecting every detail before launch. With a LiveOps mindset, you’re ready to adapt on the fly. This could mean pivoting your strategy based on player feedback, rolling out new features in response to trends, or fixing bugs at lightning speed. It’s all about being as agile as a cat on hot bricks.
Monetisation as a Service – Instead of a one-off purchase, a LiveOps mindset often involves ongoing monetisation strategies like in-game purchases, subscriptions, or ads. But here’s the kicker: it’s not just about making money. It’s about offering genuine value to your players, providing them with exciting content or exclusive benefits that feel worth their investment.
Community and Social Engagement – Building a vibrant community around your game is vital. This means creating spaces for players to interact, share, and participate in the game’s development. It’s about fostering a sense of belonging and ownership among your player base, turning players into advocates for your game.
Continuous Learning and Iteration – Finally, adopting a LiveOps mindset means you’re always learning. Every update, feedback, and data point is a chance to learn more about what makes your game tick. You’re not afraid to experiment, and you understand that sometimes you’ll fail—and that’s okay because it’s all part of the process.
In short, a LiveOps mindset is about embracing change, prioritising your players, and being ready to grow and evolve your game over time. It’s a thrilling, dynamic way to approach game development, filled with opportunities for creativity and connection.
With the LiveOps mindset clarified, our next step is to uncover the tools that make it all possible. This section will guide you through the technological backbone of successful LiveOps implementation.
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What are LiveOps tools?
LiveOps tooling comprises the software and technologies that enable developers and project managers to implement, track, and manage these ongoing operations effectively.
Early incorporation of LiveOps tools during the development phase equips developers with essential tools for tracking user data, analytics, event coordination, and monetisation strategies. This infrastructure undergoes trial and refinement in beta phases, guaranteeing operational efficiency post-launch.
With the game’s debut, LiveOps tools are pivotal in monitoring player activities, orchestrating events, and managing customer queries. Its significance magnifies post-launch, maintaining the game’s appeal through regular updates, events, and special offers, sustaining player interest and bolstering revenue.
Let’s break down what LiveOps tooling typically includes:
Content Management Systems (CMS) – These tools allow teams to create, update, and manage game content without pushing new code. Do you want to introduce a new character, weapon, or level? A robust CMS can let you do this at the flick of a switch.
Event Management Tools – These are specific types of CMS focused on setting up, scheduling, and managing in-game events such as limited-time offers, unique game modes, or holiday-themed activities. These tools help keep the game environment dynamic and encourage players to return.
Analytics and Player Tracking – Understanding how players interact with your game is crucial. Analytics tools gather data on player behaviour, preferences, and pain points, helping you decide what content to create or tweak.
Community Management – Building a community is crucial for trust and engagement, which will foster user feedback and excitement around product releases. Since gaming is social, gaming communities like Twitch and Discord can become a powerhouse for engagement and growth. Many studios create and facilitate communities on social media channels or use a custom platform to foster engagement.
A/B Testing Tools – Want to know if a new feature will be a hit? A/B testing tools let you test changes with a segment of your player base before rolling them out to everyone, ensuring that new additions will positively impact player engagement and retention.
Automated Player Communication and Targeted Messaging – Communication is critical when building and maintaining a strong relationship with players. It allows targeted messages to be sent to players, providing personalised offers, updates, and promotions. Automated player communication and game support create a sense of connection and investment in the game.
Monetisation and Payment Systems – These tools manage in-game purchases, subscriptions, and ads. They must be secure, user-friendly, and integrated seamlessly into the game to provide smooth transaction experiences for players.
Customer Support and Community Management – Tools for handling player feedback, support tickets, and community interaction are essential. These tools help maintain a positive relationship with the player base, address issues, and foster a sense of community.
Crafting bespoke LiveOps tools for your game might appear tempting, particularly for those seeking tailored functionalities or complete command over their resources. Indeed, numerous studios opt for this path. However, developing these tools in-house is far from simple, especially considering the array of ready-made solutions.
Here is a non-exhaustive list of popular off-the-shelf tools by category:
Customer Relationship Management (CRM) and Marketing Automation – These instruments enable tailored communication with players, targeted campaigns for specific segments, and the dispatch of push notifications.
DeltaDNA
Leanplum
Mixpanel
Amplitude
Analytics and Data – These instruments play a crucial role in deciphering player actions, categorising users, and refining experiences.
Google Analytics for Firebase
Mixpanel
Amplitude
DeltaDNA
A/B Testing - These facilitate experiments to enhance player experiences and test hypotheses without releasing these experiments to the entire player population.
Optimizely
Firebase Remote Config
Split.io
In-game Event Management – These instruments empower developers to oversee in-game events, offers, and time-sensitive content without the requirement for app updates.
UserWise
PlayFab
deltaDNA
GameSparks
Social Competition – These tools facilitate multi-player features, leaderboards, tournaments, and rewards.
Photon
Ratic
GameSpark
LiveOps tooling provides the infrastructure and capabilities to keep a game vibrant, engaging, and profitable. By leveraging these tools, game developers and LiveOps teams can continually refine the player experience, react to trends and feedback, and introduce new content that keeps players hooked.
Conclusion and key takeaways
As we conclude our exploration of LiveOps, it’s clear that the journey doesn’t end here. Embracing the principles and tools we’ve discussed is just the beginning. The true adventure lies in continuously evolving with your game, ensuring it thrives in the ever-competitive landscape.
Here are three key takeaways:
The Evolution from Product to Service – Games aren’t just static products anymore; they’re evolving into services that grow and adapt over time. This shift from a one-time purchase to an ongoing engagement model significantly changes how games are developed, marketed, and maintained. The traditional “buy once, play and forget” model is being overshadowed by games designed to be part of players’ lives for more extended periods, constantly updated with new content to keep the experience fresh and engaging.
The Critical Importance of a LiveOps Mindset – Adopting a LiveOps mindset is vital for success in modern gaming. This means viewing your game as an ever-evolving service that requires continuous updates, active player engagement, and the use of data to inform decisions. It’s about being agile, responsive to player feedback, and ready to iterate quickly. This approach keeps your game relevant in a fast-moving market and strengthens the relationship between developers and the community, creating a loyal player base that feels valued and heard.
Leveraging Tools for Effective LiveOps – The backbone of any successful LiveOps strategy lies in the tools and technologies used to implement it. From analytics and player tracking to content management systems and event management tools, these technologies enable developers to monitor performance, understand player behaviour, and roll out new content or features seamlessly. Embracing these tools can make the difference between a game that fades into obscurity and one that thrives, adapting to the ever-changing demands of its audience.