In the booming live service gaming industry, consumers are increasingly drawn to Games-as-a-Service (GaaS) titles that offer continuous content updates, evolving narratives, and a strong sense of community. It’s an exciting world, but while there is a huge potential for generating revenue, keeping players engaged and fostering long-term retention in this competitive space is a major challenge. This is where LiveOps, the ongoing management and optimization of live games, takes center stage.

The Power of LiveOps: Insights from Industry Leaders

What is the potential of LiveOps to deliver a greater return for businesses in the industry? Blake Jorgensen, CFO of the gaming giant Electronic Arts, explains why live services are able to make subscription services more valuable:

“If you have a live service component to [games on EA Access and Origins Access], you can have a subscription that's uncapped. Give people a way to spend money on things they want to do and that they enjoy doing vs simply capping them at $9 or $10 per month and that's all they can ever spend.”

Jorgensen elaborates further on the benefits of LiveOps:

"We find people play twice as many games, they spend twice as long on them, and they spend twice as much money, because you've reduced the cost of trial to close to zero."

Jorgensen's statement highlights the core principle of LiveOps: fostering a dynamic relationship with your player base. Speaking to Pocket Gamer, Tung Nguyen-Khac, CEO at Spil Games, goes further:

"LiveOps gives us the ability to optimize a game in real time, and that’s about making it a great experience for the player. It can also be the difference between success and failure. We’re seeing people playing so-called 'casual' games [such as Candy Crush] for longer than triple-A productions.”

Understanding the Retention Challenge

While GaaS offers immense potential, player retention remains a critical hurdle because once a player has given up on a game, it is extremely difficult to persuade them to give it a second try. Here's a graph that should prove sobering:

More than 80 percent of downloaded games are abandoned within five days of being installed. The good news is that those games which are kept remain engaging to players for a considerable length of time after this initial drop-off. This underscores the urgency for effective LiveOps strategies to not only onboard players but keep them actively engaged.

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LiveOps Strategies for Retention Success

LiveOps encompasses a range of data-driven tactics that extend beyond bug fixes and basic maintenance. Here are some key strategies to consider:

• Data-Driven Decision Making: LiveOps thrives on player data. Implement robust analytics tools to track player behavior, engagement metrics, and content preferences.

“The ability to analyze and interpret player data is essential for success. Data analytics in Game LiveOps is not just about collecting information; it's about extracting meaningful insights to make informed decisions. Whether it's enhancing player engagement, optimizing monetization, or improving retention, analytics is the key to unlocking a game's full potential.”

By analyzing player data, you can identify trends, understand what motivates your audience, and tailor content accordingly.

• Quality Content Over Quantity: Regular content updates are crucial for player retention. Focus on quality over quantity to avoid rushing out features that add little value.

“You won’t find success by having a one hit or one feature that does well — you need to have the thought process embedded in your team to continuously learn.” — Vikas Menon, producer at Zynga

Personalization is the New Frontier: Gone are the days of one-size-fits-all experiences. Leverage player data to personalize the journey, tailoring in-game recommendations, difficulty levels, and rewards based on individual player preferences.

“Data must now be acted upon in real time. This phase is all about serving content and experiences to players based on who they are and how they behave.” — Crystin Cox, Game Developer

• Community is Key: Building a thriving community around your GaaS title fosters a sense of belonging and loyalty. Encourage player interaction through in-game events, social media engagement, and dedicated forums.

“Making everyone welcome is what will grow your audience, and making your long-time players feel valued is what will keep them engaged.” — Brett Phipps, Senior Editor at Waste Creative

Investing in LiveOps: A Strategic Imperative

• Increased Player Lifetime Value (LTV): Retained players become valuable assets. By keeping players engaged, LTV increases significantly.
• Enhanced Brand Reputation: A positive player experience fosters positive word-of-mouth marketing, attracting new players and bolstering brand reputation.
• Competitive Advantage: LiveOps allows you to differentiate your GaaS title by offering a constantly evolving and engaging experience.

Conclusion

As Blake Jorgensen says, including LiveOps is a major win for gaming companies because it is something that keeps customers engaged - and spending:

"It's a great consumer offering, but it's also for us a much more stable business, an easier business for us to run long-term and doesn't have the same limited cap that most subscriptions would have."

LiveOps is the cornerstone of building a thriving GaaS title. By implementing data-driven strategies, prioritizing high-quality content, personalizing experiences, and fostering a strong community, leaders in the live service gaming industry can overcome retention challenges and ensure long-term player engagement.