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Introducing PlayFab -- Effective LiveOps
The document outlines the importance of LiveOps strategies in gaming, emphasizing that they significantly drive revenue and player engagement by implementing changes post-launch. It discusses the transition from traditional game publishing to a service model, highlighting the need for real-time data analytics and user engagement tools. Additionally, it introduces PlayFab as a comprehensive platform that supports LiveOps through various tools and services for game developers.
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Introducing PlayFab -- Effective LiveOps
- 1. Building an EffectiveLiveOps Strategy Using PlayFab James Gwertzman Co-founder, CEO
- 2. 1. Pokemon Silver 2.Pokemon Gold 3. The Sims 4. Roller Coaster Tycoon 5. Final Fantasy 9 6. Tony Hawk Pro Skater 2 7. Diablo 2 8. Super Marios Bros. Deluxe 9. The Sims Livin’ Large 10.Who Wants to be a Millionaire? Top Grossing Games – Then 2000 1. Harry Potter and the Sorcerer’s Stone 2. Metal Gear Solid 2 3. The Sims: Hot Date 4. The Sims 5. Pokemon: Crystal 6. Backyard Basketball 7. Grand Theft Auto 3 8. Myst 3: Exile 9. Civilization 3 10.Gran Turismo 3 2001
- 3. 1. Pokemon Silver 2.Pokemon Gold 3. The Sims 4. Roller Coaster Tycoon 5. Final Fantasy 9 6. Tony Hawk Pro Skater 2 7. Diablo 2 8. Super Marios Bros. Deluxe 9. The Sims Livin’ Large 10.Who Wants to be a Millionaire? Top Grossing Games – Then 2000 1. Harry Potter and the Sorcerer’s Stone 2. Metal Gear Solid 2 3. The Sims: Hot Date 4. The Sims 5. Pokemon: Crystal 6. Backyard Basketball 7. Grand Theft Auto 3 8. Myst 3: Exile 9. Civilization 3 10.Gran Turismo 3 10% carryover 2001
- 4. Top Grossing Games– Now 1. Monster Strike 2. Clash of Clans 3. Game of War – Fire Age 4. Mobile Strike 5. Pokemon Go 6. Clash Royale 7. Puzzle and Dragons 8. Candy Crush Saga 9. Westward Journey 10.Clash of Kings 1. Monster Strike 2. Honor of Kings 3. Fate/Grand Order 4. Clash Royale 5. Candy Crush Saga 6. Puzzle and Dragons 7. Westward Journey 8. Lineage 2 9. Clash of Clans 10.Game of War – Fire Age 2016 2017
- 5. Top Grossing Games– Now 1. Monster Strike 2. Clash of Clans 3. Game of War – Fire Age 4. Mobile Strike 5. Pokemon Go 6. Clash Royale 7. Puzzle and Dragons 8. Candy Crush Saga 9. Westward Journey 10.Clash of Kings 1. Monster Strike 2. Honor of Kings 3. Fate/Grand Order 4. Clash Royale 5. Candy Crush Saga 6. Puzzle and Dragons 7. Westward Journey 8. Lineage 2 9. Clash of Clans 10.Game of War – Fire Age 2016 201770% carryover
- 6. What Do ThoseTitles Have in Common? LiveOp s
- 7. “In three yearsour games have generated over $80m revenue. Depending on how you account for it, Live Ops initiatives generated between one and two-thirds of that revenue…. Live Ops underpins everything we do.” -- Simon Hade, COO, SpaceApe “The single greatest predictor of success and of sustainable competitive advantage in this business is live game operations.” -- Owen Mahoney, CEO Nexon
- 8. A Tale ofTwo Games 0 500 1,000 1,500 2,000 2,500 3,000 1 5 9 13 17 21 25 29 33 37 41 45 49 53 57 61 65 69 73 77 81 85 89 93 97 101 105 109 113 117 121 125 129 133 137 141 145 149 153 157 161 165 169 173 177 181 185 DAU Thousands
- 9. What is LiveOps? •Changes to the game after it goes live • Designed to boost monetization, engagement, retention • Focused on how players interact with the game and each other • Preferably without changing game code Live Ops • New cosmetic item • Limited time offer • Weekend event • Paid UA campaign Not Live Ops • New functional item • New crafting mechanic • New tournament mode • New viral mechanic
- 10. LiveOps Requires Gamesto Be Operated as Services Game as Packaged Good • Publishing • Retail • One size fits all • Most work done before launch • Single-player • Content is king Game as Service • Operating • High frequency trading • Personalized • Most work done after launch • Multi-player and social • Data is king
- 11. Server scaling Crash reports Monitoring Payments Anti-fraud / Anti- cheating Social Streaming eSports Mobile PC Console Multiplayer / Matchmaking Chat Trades/Gift s Scripting/ Rules Matchmaking In-Game Commerce Guilds / Social Leaderboards / Tournaments Player Data Player Messaging BI / Analytics Live Events User Acquisition Offers / Promotions Content Mgmt A/B Testing Community / Support Marketing Automation Advertising Live Ops Tools & Analytics Game Services Monetization HostingPlayer Acquisition Distributi App Deployment Unifying LiveOps with a single, highly-scalable backend platform
- 12. Server scaling Crash reports Monitoring Payments Anti-fraud / Anti- cheating Social Streaming eSports Mobile PC Console Multiplayer / Matchmaking Chat Trades/Gift s Scripting/ Rules Matchmaking In-Game Commerce Guilds / Social Leaderboards / Tournaments Player Data Player Messaging BI / Analytics Live Events User Acquisition Offers / Promotions Content Mgmt A/B Testing Community / Support Marketing Automation Advertising Live Ops Tools & Analytics Game Services Monetization HostingPlayer Acquisition Distributi App Deployment Unifying LiveOps with a single, highly-scalable backend platform
- 13. Server scaling Crash reports Monitoring Payments Anti-fraud / Anti- cheating Social Streaming eSports Mobile PC Console Multiplayer / Matchmaking Chat Trades/Gift s Scripting/ Rules Matchmaking In-Game Commerce Guilds / Social Leaderboards / Tournaments Player Data Player Messaging BI / Analytics Live Events User Acquisition Offers / Promotions Content Mgmt A/B Testing Community / Support Marketing Automation Advertising Live Ops Tools & Analytics Game Services Monetization HostingPlayer Acquisition Distributi App Deployment Unifying LiveOps with a single, highly-scalable backend platform
- 14. Server scaling Crash reports Monitoring Payments Anti-fraud / Anti- cheating Social Streaming eSports Mobile PC Console Multiplayer / Matchmaking Chat Trades/Gift s Scripting/ Rules Matchmaking In-Game Commerce Guilds / Social Leaderboards / Tournaments Player Data Player Messaging BI / Analytics Live Events User Acquisition Offers / Promotions Content Mgmt A/B Testing Community / Support Marketing Automation Advertising Live Ops Tools & Analytics Game Services Monetization HostingPlayer Acquisition Distribut App Deployment Unifying LiveOps with a single, highly-scalable backend platform
- 15. Server scaling Crash reports Monitoring Payments Anti-fraud / Anti- cheating Social Streaming eSports Mobile PC Console Multiplayer / Matchmaking Chat Trades/Gift s Scripting/ Rules Matchmaking In-Game Commerce Guilds / Social Leaderboards / Tournaments Player Data Player Messaging BI / Analytics Live Events User Acquisition Offers / Promotions Content Mgmt A/B Testing Community / Support Marketing Automation Advertising Live Ops Tools & Analytics Game Services Monetization HostingPlayer Acquisition Distributi App Deployment Unifying LiveOps with a single, highly-scalable backend platform
- 16. Server scaling Crash reports Monitoring Payments Anti-fraud / Anti- cheating Social Streaming eSports Mobile PC Console Multiplayer / Matchmaking Chat Trades/Gift s Scripting/ Rules Matchmaking In-Game Commerce Guilds / Social Leaderboards / Tournaments Player Data Player Messaging BI / Analytics Live Events User Acquisition Offers / Promotions Content Mgmt A/B Testing Community / Support Marketing Automation Advertising Live Ops Tools & Analytics Game Services Monetization HostingPlayer Acquisition Distributi App Deployment Unifying LiveOps with a single, highly-scalable backend platform
- 17. Server scaling Crash reports Monitoring Payments Anti-fraud / Anti- cheating Social Streaming eSports Mobile PC Console Multiplayer / Matchmaking Chat Trades/Gift s Scripting/ Rules Matchmaking In-Game Commerce Guilds / Social Leaderboards / Tournaments Player Data Player Messaging BI / Analytics Live Events User Acquisition Offers / Promotions Content Mgmt A/B Testing Community / Support Marketing Automation Advertising Live Ops Tools & Analytics Game Services Monetization HostingPlayer Acquisition Distributi App Deployment Unifying LiveOps with a single, highly-scalable backend platform
- 18. PlayFab is asuite of products that complement your existing backend infrastructure. Mix- and-match to meet your needs, or adopt the entire platform as a powerful base for current and future games. The PlayFab Platform
- 19. Fully Cross Platformand Engine Agnostic Targeting: • All major devices and platforms • All popular game engines • All popular cloud services • All popular app stores
- 20. More Than 3,000Developers and Growing
- 21. Building Blocks ofLiveOps • Business Intelligence (actionable analytics) • Live events • Player messaging • Content updates • Store / catalog management • Offers and promotions • Customer service • User acquisition
- 22. Modern Game Successis Driven by Use of Real-Time Data • How well does a game know its players? Across games? • How well can the game act on that information? Player Cross- promotion Tournaments Game tuning Targeted ads Pricing Events Service resolution Acquisition Offers Content
- 23. Dashboards are Justthe Beginning
- 24. “Vanity Metrics” AreNot Actionable Game Events Metrics ?
- 25. Daily Retention CohortsOnly Show the Symptoms Hey, good acquisition! Huh, but weak retention So… Now What?
- 26. Using Metrics MoreEffectively is About Learning Source: Lean Startup Framework Idea Try Data
- 27. “Ideas” Take Work– Explore the Data Idea Try Data 21,340 46,953 982 1,273 484 1,162 4,881 5,495 3,846 3,728 3,651 14,200 -44,257 -91,368 -12,092 -11,355 -3,308 -7,042 -19,343 -9,996 -2,423 -891 -543 -852 Acquired Level 1 Level 2 Level 3 Level 4 Level 5 Level 6+ Level 10+ Level 20+ Level 30+ Level 40+ Level 50+ Population Churned Where are users pooling and dropping out? What is different between users who progress and those who don’t?
- 28. Come Up Witha Hypothesis Idea Try Data 21,340 46,953 982 1,273 484 1,162 4,881 5,495 3,846 3,728 3,651 14,200 -44,257 -91,368 -12,092 -11,355 -3,308 -7,042 -19,343 -9,996 -2,423 -891 -543 -852 Acquired Level 1 Level 2 Level 3 Level 4 Level 5 Level 6+ Level 10+ Level 20+ Level 30+ Level 40+ Level 50+ Population Churned “Users who progress are earning achievements early”
- 29. Test Your IdeaWith Experiments Idea Try Data A/B test to try multiple tests at the same time
- 30. Measure the Resultsof Your Change Idea Try Data 21,340 46,953 1,212 1,354 578 1,239 5,388 6,323 4,231 3,923 4,123 15,300 -44,257 -76,368 -12,092 -10,447 -3,043 -6,479 -17,796 -9,196 -2,229 -820 -500 -784 Acquired Level 1 Level 2 Level 3 Level 4 Level 5 Level 6+ Level 10+ Level 20+ Level 30+ Level 40+ Level 50+ Population Churned Did the change reduce the churn? Is the change focused in a particular A/B treatment (test group)?
- 31. Requirements for ActionableBusiness Intelligence • Rich set of events – you can’t measure what you don’t capture • Deeper access to your data than many analytics tools allow – And support for semi-structured data • Tools to easily run experiments w/o writing new code
- 32. Rules Engine 1. Collectall game data and events in one place Harnessing the Power of Game Data in PlayFab 2. Monitor & visualize data in real- time 3. Exchange data with other tools & services 5. Make real-time decisions and take actions Match started Forum post Crash logge d +10 XP Login (via FB) Win match Buy item Chat msg Support ticket Existing BackendPartner ServicesPlayFab Backend The Game Data warehouse Spent $10 4. Store data for later offline analysis
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- 37. Export to DataWarehouse • Export your game data into a fully featured data warehouse • Run custom queries • Analyze using Tableau, Looker, or other 3rd party tools
- 38. Live Events • Fun– boost engagement • Monetization – boost revenues, fix economy • Marketing – cross promote another game • Content – promote new update • Tactical – wielded like a scalpel • Hybrid – mix of the above
- 39. Start With aCalendar KPI actuals KPI forecast
- 40. Name Mechanic FictionDuration Ultimate Dragon Rush Special dungeon, available only after normal dungeon “Starlight Sanctuary” is cleared. Legendary Plus difficulty, stamina cost of 99 The skies are ominous and the earth trembles beneath our feet. Behold! The legendary dragons come forth and bring you a challenge to remember. Do you have what it takes to enter their realm? Or will you kneel before their will? 3/3 (Sat), 12:00AM – 3/4 (Sun), 11:59 PM Pal Egg Event Special Pal Egg machine, each pull is 1000 Pal Points. Seven special new monsters are available, including Life Dragon, Cao Cao, and Lu Bu. They may be small, but their stature is great!! Originally just Five Elements Gods, the minis have now reached the Three Kingdoms period. 3/7 (Wed), 12:00AM – 3/13 (Tues), 11:59 PM Descended Challenge Special dungeon with 15 floors, each floor with powerful enemies. No continues are allowed. Each floor gives special rewards. One Descended Dungeon, with the right team, and you think “Okay, not too bad. I can handle this.” You think you’ve won, but instead you keep going. They keep coming. Like meteors from the sky, impacting on the Earth and forcing you to run! 3/2 (Fri), 12:00AM – 3/13 (Tues), 11:59 PM Event Mechanic vs. Fiction
- 41. Live/Recurring Event Examples AdVentureCapitalist, Hyper Hippo One-time Events Recurring Events
- 42. Player Messaging In-game message Pushnotifications Email
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- 48. Customer Service 2– Keep it Secret, Keep it Safe
- 49. Customer Service 3– The Revenginating
- 50. User Acquisition • Zerowork to integrate – Don’t need a separate Kochava SDK – No code changes from existing PlayFab login • Automatically generates attribution events • More to come!
- 51.
- 52. Call to Action •Create an account for free (https://developer.playfab.com) • Consider how your LiveOps strategy can be applied – What metrics do you use now? What continuous learnings? What have you wanted to have, but not yet been able to? – What data do you need to drive good decisions? • Visit our booth, and: – Pick up your free LiveOps guide – Schedule a demo • Give us feedback!
- 53.
Editor's Notes
- #11 As you’ve seen w/ Z2, game industry was disrupted as it moved from packaged goods to services. This shift has happened for good reasons – much more valuable to run a service. But much more complex. It’s like running an ecommerce site.
- #12 Picture even more complex when you consider what’s inside those boxes. Once upon a time, teams had to build all this themselves. Now at least there are third party solutions, but still every one of those lines represents code the team needs to write That’s a huge distraction from the game itself. And the elephant in the room, is that despite all these companies, all all this effort, this is still not a solved problem.
- #13 Picture even more complex when you consider what’s inside those boxes. Once upon a time, teams had to build all this themselves. Now at least there are third party solutions, but still every one of those lines represents code the team needs to write That’s a huge distraction from the game itself. And the elephant in the room, is that despite all these companies, all all this effort, this is still not a solved problem.
- #14 Picture even more complex when you consider what’s inside those boxes. Once upon a time, teams had to build all this themselves. Now at least there are third party solutions, but still every one of those lines represents code the team needs to write That’s a huge distraction from the game itself. And the elephant in the room, is that despite all these companies, all all this effort, this is still not a solved problem.
- #15 Picture even more complex when you consider what’s inside those boxes. Once upon a time, teams had to build all this themselves. Now at least there are third party solutions, but still every one of those lines represents code the team needs to write That’s a huge distraction from the game itself. And the elephant in the room, is that despite all these companies, all all this effort, this is still not a solved problem.
- #16 Picture even more complex when you consider what’s inside those boxes. Once upon a time, teams had to build all this themselves. Now at least there are third party solutions, but still every one of those lines represents code the team needs to write That’s a huge distraction from the game itself. And the elephant in the room, is that despite all these companies, all all this effort, this is still not a solved problem.
- #17 Picture even more complex when you consider what’s inside those boxes. Once upon a time, teams had to build all this themselves. Now at least there are third party solutions, but still every one of those lines represents code the team needs to write That’s a huge distraction from the game itself. And the elephant in the room, is that despite all these companies, all all this effort, this is still not a solved problem.
- #18 Picture even more complex when you consider what’s inside those boxes. Once upon a time, teams had to build all this themselves. Now at least there are third party solutions, but still every one of those lines represents code the team needs to write That’s a huge distraction from the game itself. And the elephant in the room, is that despite all these companies, all all this effort, this is still not a solved problem.
- #23 For one thing,
- #25 Registered Users, Downloads, Page Views, etc. – they don’t tell a complete story. Need more detail on usage to get to value.
- #28 For example…. Let’s look at the sort of data that IS actionable. Let’s say you have a retention problem. You know you are losing players. So you start by asking questions. WHERE am I losing players? HOW are the players who I lose different from the players i keep So you might start with a graph like this... Break down your game by level. And look level by level where players are dropping out. So right away, you can see why this sort of graph is actionable. Based on this data, what might I look at making changes? Clearly something is up with level 1…. Players are pooling there, and dropping out. They’re not continuing on. So how are the players who continue different from players who pool? For that sort of question, it’s useful to go “back in time”. Take two players – one who quit, one who stayed. How are they different early on? Are there patterns in common?
- #29 Based on that sort of “what if” questions and investigation, you can start to form hypotheses. Try to guess what’s happening in your game. For example, you might decide that earning an achievement quickly is important. Sometimes these hypothesis will be common sense. If the game is too hard, and players keep dying, they’ll quit. Sometimes they’re not at all intuitive. At PopCap, with Plants vs. Zombies, we had a huge problem. New players kept running out of energy and quitting. Experienced players familiar with RTS games never did. When we investigated, we found it was because new players were planting too many shooters and not enough sunflowers. Experienced players knew to first plant lots of sunflowers. We did a lot of brainstorming, and in the end did something very smart. We priced sunflowers cheaper than shooters. So newbies would plant lots of sunflowers since that was the only thing they COULD plant. That was a very clever idea.
- #31 Then… once you’ve tried your changes, you need to go back and compare the new results to where you started. Did you help? Did you fix things or make them worse?
- #41 But first, it’s worth noting that alll events have two components… the “fiction” of the event, and the “mechanic” of the event The mechanic is what’s actually changing The fiction is how you position it to the player The same mechanic can be positioned in many different ways – and I’d argue the fiction is more important than the mechanic
- #54 Pre-seed with one: What does integration look like? Will using PlayFab help me pass XRs? Will PlayFab be using more Azure features? Will PlayFab be using Azure ML? Yes.