This is a guest post by Mika Patiala, Co-Founder & VP of Business Development of Metaplay:
The topic of ‘LiveOps’ often ignites passionate discussions within the gaming community. This term encompasses the ongoing management and updates of a game without necessitating a new version release. While some developers aspire to create enduring experiences, others prefer to craft a singular artistic expression. Players are similarly divided; many appreciate the steady influx of new content and the allure of season passes, while others find this approach at odds with a more casual gaming experience. Regardless of personal preferences, LiveOps is firmly entrenched in the gaming landscape. A recent survey by Griffin Gaming Partners revealed that an impressive 95% of studios are either developing or planning to launch a live service game.
PC and Mobile Charts
The evolution of LiveOps has significantly influenced both mobile and PC gaming success. The top ten downloaded mobile games in July 2024, alongside Steam’s most played titles for the week of July 22, showcase classic games that continue to thrive thanks to regular updates through LiveOps and user-generated content (UGC). Notably, only three titles on each list were released within the past year.
While launching new mobile games presents unique challenges, 2024 has witnessed a series of remarkable successes on PC. For instance, Palworld, despite being in ‘early access,’ was not initially prepared to sustain the remarkable interest it garnered, peaking at 2.1 million concurrent players on Steam. However, following the ‘Sakurajima’ update at the end of June, player engagement surged nearly fivefold, demonstrating a strong demand for fresh content. A month later, player counts remained double those recorded prior to the update.
In contrast, Helldivers 2 was designed as a live service product. However, it faced its own hurdles, including weapon balancing issues and content update quality, prompting Arrowhead Studios’ CEO to shift focus from business operations to content development. Both Palworld and Helldivers 2 achieved significant success, yet there remains a sense of unmet expectations regarding the delivery of content that players desire.
Mobile Lessons
What insights can PC games glean from the mobile sector’s approach to LiveOps?
- Figure out the elder game: Game consultant Tadhg Kelly distinguishes between ‘novice game’ and ‘elder game,’ emphasizing the need for players to transition from basic engagement to deeper gameplay. Mobile games excel in this area, enticing players with straightforward mechanics before gradually introducing more complex elements.
- Don’t forget single player: The importance of single-player experiences cannot be overstated. Mobile games have demonstrated that even in an “always online” environment, single-player PC titles can leverage LiveOps to enhance monetization and player retention.
- Understand your player base: Despite privacy challenges, mobile games excel at understanding their audience, enabling personalized in-app purchases and tailored in-game events.
- Get the cadence right: Striking the right balance in update frequency is crucial. The Griffin Gaming Partners survey indicated that live service teams prefer production schedules ranging from weekly to biweekly for LiveOps and biweekly to monthly for game content updates.
- Listen and inform: Engaging with player feedback through in-game surveys and social platforms like Discord and X is essential. This feedback loop allows for content testing, weapon balancing, and keeping the community informed about game changes.
- Consider LiveOps from day one: While many mobile titles are free-to-play, establishing a LiveOps strategy from the outset can position PC games for success.