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Simon Hade, COO & Co-founder
Forget Features!
How we grow games using
Live Ops & In Game Events
Accessible Live
Ops
Broad reach
Top 100
Quick win
Innovated clan
wars & events
$37m
Ultimate Live
Ops Platform
Very core
$...
9
12 months - daily revenue
Baseline excl,
event revenue
Actual incl.
event revenue
50% revenue from events
6 months - daily revenue
Baseline excl,
event revenue
Actual incl.
event revenue
27% revenue from events
90%
92%
94%
96%
98%
100% 28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
Survival	Rate	%
Days	Since	Install
Survival...
Incremental revenue (30-50%)
Better retain engaged players
Why do In Game Events?
Beware: cannibalisation & conditioning
Baseline Revenue
Uplift from
Events
Event
Cannibalisation
Beware: cannibalisation & conditioning
Beware: content bloat
Beware: changing core gameplay
Average Gold Balance by Castle Level
New Castle Level
17 Sinks Added
Beware: economy (mis)management
Revenue cannibalisation
Sales conditioning
Content bloat
Inadvertently screwing your economy
Things to be wary of
Do you need events to be successful on mobile?
23
Programmatic
Curated
Frequent
Infrequent
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 ...
How we came to figure out live ops …
“We have to kill
Samurai Siege.
We need the
developers”
16 people
4 people / 0 developers
Gross Bookings
?
“We have to kill
Samurai Siege.
We need the
developers”
16 people
4 people / 0 developers
Gross Bookings
Profit per employ...
Putting a game into Live Ops can revive it
More profitable per employee
… But you need the right team
Live Ops > Features
32
The Team
Economy
Design
QA
Live Ops
Community
Leader
33
• T-shaped
• High output
• Team players
The Team
Economy
Design
QA
Live Ops
Community
Leader
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...
Find T-shaped people
Great training ground
… but need to invest in tools and content
The Team
The Toybox & the Treadmill
Bespoke graphics & theming
Time limited offers
Core gameplay will be new. Every time!
Social pressure to perform
Three eve...
The Toolbox
Streaming graphics from
Amazon
Content Management System
Scheduling
Events: Alliance Totaliser,
Personal Tourn...
39
Spec
Local config
CMS
Testing
Code commit
40
Spec
Local config
CMS
Testing
Code commit
41
Spec
Local config
CMS
Testing
Code commit
42
Spec
Local config
CMS
Testing
Code commit
43
Spec
Local config
CMS
Testing
Code commit
44
Spec
Local config
CMS
Testing
Code commit
45
Spec
Local config
CMS
Testing
Code commit
46
Spec
Local config
CMS
Testing
Code commit
Major event = 2 hours
Small event = 30 mins
Le Toolbox Deluxe
Event Types
Personal Totaliser
Alliance Totaliser
Metagame Variation
Gameplay Variation
Easter eggs
$$$
...
Personal Totaliser
Alliance Totaliser
Metagame Variation
Gameplay Variation
Leaderboard rewards
League rewards
Revolving
E...
Personal Totaliser
Alliance Totaliser
Metagame Variation
Gameplay Variation
Leaderboard rewards
League rewards
Revolving
E...
Personal Totaliser
Alliance Totaliser
Metagame Variation
Gameplay Variation
Leaderboard rewards
League rewards
Revolving
E...
Mo Money Mo Problems
54
55
56
57
58
59
60
Start simple, aim for max flexibility
Every game is different
Players love new content
Leaderboards + functional prize = $...
62
Our first event
Permanent Vanity
25k presents 

(~50 alliances)
Temporary OP boost
10k presents
$2 premium currency
2.5k presents
Gameplay...
Event Types
Personal Totaliser
Alliance Totaliser
Metagame Variation
Gameplay Variation
Competition
Leaderboard rewards
Le...
$50k
$120k
Our first event
Time to
build
content
Time to
consume
content
Our first event
Remember our most popular event
Standard RamNuclear Ram
Solution! Frankenstein troops
• Regular trainable troop
• Temp hero troop (camp)
• Defensive structure
Context Changes
• S...
Frankenstein troops + Sagas
Prismatic Mage Saga:
The Tome of the Mad Scholar
1 week work = 4 weeks content
Regular Essence Master Prismatic Mage Level 1
Prismatic Mage Saga
Prismatic Mage Level 2 Prismatic Mage Level 3
Prismatic Mage Saga
Prismatic Mage Saga
Week 1
48hr Alliance
Totaliser
Week 2
24hr Alliance
Totaliser
Week 3
48 hr Alliance
Totaliser +
Leader...
Intensity correlates to revenue
1-3-2-4 intensity cadence
Frankenstein troops + sagas
1 week work for 4 weeks content
Reduce, re-use, recycle
The Treadmill
Events = $$$ + d365%


Beware
• cannibalisation
• content bloat
• economy change


Live Ops > Features






T shaped peop...




Stream content
Content Management
Scheduling
Few reusable formats


Players love content
Max flexibility



Leaderboar...
1-3-2-4 cadence
Frankenstein troops
Sagas
1:4 time to create:consume
Simon Hade, COO
simon@spaceapegames.com
Life After Launch: How to Grow Mobile Games with In-Game Events
Life After Launch: How to Grow Mobile Games with In-Game Events
Life After Launch: How to Grow Mobile Games with In-Game Events
Life After Launch: How to Grow Mobile Games with In-Game Events
Life After Launch: How to Grow Mobile Games with In-Game Events
Life After Launch: How to Grow Mobile Games with In-Game Events
Life After Launch: How to Grow Mobile Games with In-Game Events
Life After Launch: How to Grow Mobile Games with In-Game Events
Life After Launch: How to Grow Mobile Games with In-Game Events
Life After Launch: How to Grow Mobile Games with In-Game Events
Life After Launch: How to Grow Mobile Games with In-Game Events
Life After Launch: How to Grow Mobile Games with In-Game Events
Life After Launch: How to Grow Mobile Games with In-Game Events
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Life After Launch: How to Grow Mobile Games with In-Game Events Slide 1 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 2 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 3 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 4 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 5 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 6 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 7 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 8 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 9 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 10 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 11 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 12 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 13 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 14 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 15 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 16 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 17 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 18 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 19 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 20 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 21 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 22 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 23 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 24 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 25 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 26 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 27 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 28 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 29 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 30 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 31 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 32 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 33 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 34 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 35 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 36 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 37 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 38 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 39 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 40 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 41 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 42 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 43 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 44 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 45 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 46 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 47 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 48 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 49 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 50 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 51 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 52 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 53 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 54 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 55 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 56 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 57 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 58 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 59 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 60 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 61 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 62 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 63 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 64 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 65 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 66 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 67 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 68 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 69 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 70 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 71 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 72 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 73 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 74 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 75 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 76 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 77 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 78 Life After Launch: How to Grow Mobile Games with In-Game Events Slide 79
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Presentation from a talk by Space Ape COO Simon Hade at GDC Europe in June 2016. To see the video of the talk and related presentations see http://links.spaceapegames.com/liveops


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Life After Launch: How to Grow Mobile Games with In-Game Events

  1. 1. Simon Hade, COO & Co-founder Forget Features! How we grow games using Live Ops & In Game Events
  2. 2. Accessible Live Ops Broad reach Top 100 Quick win Innovated clan wars & events $37m Ultimate Live Ops Platform Very core $19m
  3. 3. 9
  4. 4. 12 months - daily revenue Baseline excl, event revenue Actual incl. event revenue 50% revenue from events
  5. 5. 6 months - daily revenue Baseline excl, event revenue Actual incl. event revenue 27% revenue from events
  6. 6. 90% 92% 94% 96% 98% 100% 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 Survival Rate % Days Since Install Survival Rate% 98% month on month retention
  7. 7. Incremental revenue (30-50%) Better retain engaged players Why do In Game Events?
  8. 8. Beware: cannibalisation & conditioning
  9. 9. Baseline Revenue Uplift from Events Event Cannibalisation Beware: cannibalisation & conditioning
  10. 10. Beware: content bloat
  11. 11. Beware: changing core gameplay
  12. 12. Average Gold Balance by Castle Level New Castle Level 17 Sinks Added Beware: economy (mis)management
  13. 13. Revenue cannibalisation Sales conditioning Content bloat Inadvertently screwing your economy Things to be wary of
  14. 14. Do you need events to be successful on mobile?
  15. 15. 23
  16. 16. Programmatic Curated Frequent Infrequent
  17. 17. 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
  18. 18. How we came to figure out live ops …
  19. 19. “We have to kill Samurai Siege. We need the developers” 16 people 4 people / 0 developers Gross Bookings ?
  20. 20. “We have to kill Samurai Siege. We need the developers” 16 people 4 people / 0 developers Gross Bookings Profit per employee
  21. 21. Putting a game into Live Ops can revive it More profitable per employee … But you need the right team Live Ops > Features
  22. 22. 32 The Team Economy Design QA Live Ops Community Leader
  23. 23. 33 • T-shaped • High output • Team players The Team Economy Design QA Live Ops Community Leader
  24. 24. 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
  25. 25. Find T-shaped people Great training ground … but need to invest in tools and content The Team
  26. 26. The Toybox & the Treadmill
  27. 27. 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
  28. 28. The Toolbox Streaming graphics from Amazon Content Management System Scheduling Events: Alliance Totaliser, Personal Tournament, War Rush
  29. 29. 39 Spec Local config CMS Testing Code commit
  30. 30. 40 Spec Local config CMS Testing Code commit
  31. 31. 41 Spec Local config CMS Testing Code commit
  32. 32. 42 Spec Local config CMS Testing Code commit
  33. 33. 43 Spec Local config CMS Testing Code commit
  34. 34. 44 Spec Local config CMS Testing Code commit
  35. 35. 45 Spec Local config CMS Testing Code commit
  36. 36. 46 Spec Local config CMS Testing Code commit Major event = 2 hours Small event = 30 mins
  37. 37. Le Toolbox Deluxe Event Types Personal Totaliser Alliance Totaliser Metagame Variation Gameplay Variation Easter eggs $$$ Pay to play Event accelerants Pay not play Gacha Competition Leaderboard rewards League rewards Revolving Beat the Boss Heats Content Permanent Vanity Permanent Functional Functional to Vanity Temporary Functional Early Access Consumables Gacha Event currency Upgradable Mods
  38. 38. Personal Totaliser Alliance Totaliser Metagame Variation Gameplay Variation Leaderboard rewards League rewards Revolving Easter eggs Permanent Vanity Permanent Functional Functional to Vanity Temporary Functional Early Access Consumables Gacha Pay to play Event accelerants Pay not play Gacha Event currency Beat the Boss Upgradable Heats Best performing Mods
  39. 39. Personal Totaliser Alliance Totaliser Metagame Variation Gameplay Variation Leaderboard rewards League rewards Revolving Easter eggs Permanent Vanity Permanent Functional Functional to Vanity Temporary Functional Early Access Consumables Gacha Pay to play Event accelerants Pay not play Gacha Event currency Beat the Boss Upgradable Heats Most engaging Mods
  40. 40. Personal Totaliser Alliance Totaliser Metagame Variation Gameplay Variation Leaderboard rewards League rewards Revolving Easter eggs Permanent Vanity Permanent Functional Functional to Vanity Temporary Functional Early Access Consumables Gacha Pay to play Event accelerants Pay not play Gacha Event currency Beat the Boss Upgradable Heats Most Money Mods
  41. 41. Mo Money Mo Problems
  42. 42. 54
  43. 43. 55
  44. 44. 56
  45. 45. 57
  46. 46. 58
  47. 47. 59
  48. 48. 60
  49. 49. Start simple, aim for max flexibility Every game is different Players love new content Leaderboards + functional prize = $$$
 … but beware the content treadmill The Toybox
  50. 50. 62 Our first event
  51. 51. Permanent Vanity 25k presents 
 (~50 alliances) Temporary OP boost 10k presents $2 premium currency 2.5k presents Gameplay variation 500 presents Our first event
  52. 52. 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 $$$ Pay to play Event accelerants Pay not play Gacha Event currency Beat the Boss Upgradable Heats Mods
  53. 53. $50k $120k Our first event
  54. 54. Time to build content Time to consume content Our first event
  55. 55. Remember our most popular event Standard RamNuclear Ram
  56. 56. Solution! Frankenstein troops • Regular trainable troop • Temp hero troop (camp) • Defensive structure Context Changes • Shader changes • Trails • Asset swap • Size Visuals • Conical damage • Spell cast on death • Damage drop off over range • Elemental vulnerabilities • Mix and match projectiles Gameplay Changes • Health • DPS • Range • Speed • Training time • AI priorities Regular stats
  57. 57. Frankenstein troops + Sagas Prismatic Mage Saga: The Tome of the Mad Scholar 1 week work = 4 weeks content
  58. 58. Regular Essence Master Prismatic Mage Level 1 Prismatic Mage Saga
  59. 59. Prismatic Mage Level 2 Prismatic Mage Level 3 Prismatic Mage Saga
  60. 60. Prismatic Mage Saga Week 1 48hr Alliance Totaliser Week 2 24hr Alliance Totaliser Week 3 48 hr Alliance Totaliser + Leaderboard Week 4 Engagement Event
  61. 61. Intensity correlates to revenue
  62. 62. 1-3-2-4 intensity cadence Frankenstein troops + sagas 1 week work for 4 weeks content Reduce, re-use, recycle The Treadmill
  63. 63. Events = $$$ + d365% 
 Beware • cannibalisation • content bloat • economy change 
 Live Ops > Features 
 
 
 T shaped people 
 Training ground
 Invest in tools
  64. 64. 
 
 Stream content Content Management Scheduling Few reusable formats 
 Players love content Max flexibility
 
 Leaderboards + functional prizes = $$$ Beware of burnout
  65. 65. 1-3-2-4 cadence Frankenstein troops Sagas 1:4 time to create:consume
  66. 66. Simon Hade, COO simon@spaceapegames.com
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Presentation from a talk by Space Ape COO Simon Hade at GDC Europe in June 2016. To see the video of the talk and related presentations see http://links.spaceapegames.com/liveops

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