Matthew Laurence

Developing for live service is difficult. Horrifically, it's even more difficult if you're an experienced game developer. Why? Because you're no longer "just" making a game. The true nature of live service presents an insidious challenge for those well-versed in premium/boxed game dev, and this presentation is about peeling back that trial's layers. In this talk, we'll dig into the actual product live service requires you to build (whether you like it or not) and show you how to reframe and structure your game design methodology to give you and your team a fighting chance in this strange, deeply unfair arena. Intended Takeaways:

• Why veteran game design instincts often fail in live service and how to refresh them.
• The true "product" a live service game really represents (and why most teams miss it).
• How to identify fun features that quietly damage long-term player health.
• A framework for designing systems around years-long player journeys, not one-off launches.
• Practical ways to help experienced teams adapt without sacrificing craft or morale.

The idea of a game being "finished" is rapidly disappearing. Players increasingly expect ongoing updates, content roadmaps, and long-term support, transforming launch day from a milestone into the beginning of a product's lifecycle. While indie studios have successfully embraced iterative development through Early Access and community-driven feedback, AAA developers face growing pressure to balance blockbuster launches with the agility of live services. This panel examines how evolving player expectations are reshaping development models, what different segments of the industry can learn from one another, and how studios can build sustainable strategies for games that never truly end.

• Navigating shifting player expectations beyond launch.

• Balancing live service demands with sustainable development.

• Learning from indie and AAA post-launch strategies.