THE WORLD'S LEADING EVENT ON LIVE SERVICE GAMING

9 - 10 SEPTEMBER 2025 | NOVOTEL LONDON WEST, UK

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Matthew Laurence

Engagement Director Avalanche Studios Group

Matthew Laurence has been a video game designer and writer for over seventeen years. Consistently delighted that people actually pay him to make games, Matthew has gone from Orlando and San Francisco all the way to Helsinki, Munich, Abu Dhabi, and - finally! - Stockholm in the course of his career. During his time in the industry, he has focused heavily on economy, engagement, and systems design in the mobile, educational, and Live Service AAA markets.

Main Day 1 - Tuesday 9th September

4:55 PM Afternoon Plenary Keynote – Mastering the Live Ecosystem: Designing Games for Long-Term Engagement

Creating a truly engaging live game requires more than just strong gameplay—it’s about crafting an evolving ecosystem of systems, community, and brand identity that players want to return to. Many live games fail because they overlook one key reality: players always have alternatives, and sustaining loyalty demands constant innovation. This session will break down the essential elements of best-in-class live game design, from day-one execution to ongoing adaptation, ensuring your game thrives in an ultra-competitive market by:

Creating a live game that takes long-term systems design, unique selling points, community support, and brand identity into account.
Balancing design and business expectations with an understanding of player loyalty and for steady continued growth.
Maintaining best-in-class design throughout the live game life cycle, while also identifying challenges and pre-emptively tackling them along the way.

Check out the incredible speaker line-up to see who will be joining Matthew.

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Address: IQPC Ltd, 129 Wilton Road,
London SW1V 1JZ
Telephone: 44 (0) 207 368 9300
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