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.

1. 5x Revenues
Live Ops wisdom from the Asian industry
Leonard Frankel – Head of Biz Dev

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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

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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

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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

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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

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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 Reward
Nice
Better Reward
Low to No Reward
Ok
Low Reward
Low to No Reward
Better rewards,
more competitive
Inferior rewards,
less competitive

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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 reward
Crystals & units in 3 steps
based on personal
contribution

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Evolution
4. Linear progression
Crystals & units in relation
to contribution.
Choice between unit types

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Evolution
5. Imperial units
Available only in events

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Evolution
6. League play
Divided players
into several
Leaderboards
Also made rewards
visible

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Evolution
6. Permanently visible icon

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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%

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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 items
Units 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 11 21 31 41 51 61 71
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

34. 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