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

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

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live Ops And Promotions?

Example: Blood Brothers

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Plarium - Overview

Established 5 summers ago HQ in Israel 3 studios world-wide +500 Employees, 80 open positions

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What Makes A Game Engaging?

One of the most engaging games

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What makes a game engaging?

One of the most engaging games Let’s take a more complex game

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Imminent Uninstall

Mobile User: New game every month Mobile Gamer: +Double

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Chores

Converting in-game tasks to real-life goals

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Scarcity

Rare items = more valuable (even if effect is same)

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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!”

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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

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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

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A Full Recipe

6 leagues In Stormfall events

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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.…

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A full recipe

Use a temporarily currency, available and spend-able only in the event

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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

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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%

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Tailored Events

Different types of players An event for everyone

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Tailored events

Different types of players An event for everyone

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Tailored promotions

Types of discount – currency or itemsUnits you can buy for hard-currency

in Pirates: Tides of Fortune

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Tailored Promotions

Types of discount – currency or items Adapting the discounts

Even under a 70% discount , most people won’t buy a Lamborghini Gallardo

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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%

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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 Devleonard@plarium.com

And a special thanks goes to:Adam g.Nick d.Helen b.Artem r.For their help in putting this presentation together