Everything You Need To Know About Live-Ops And Game Maintenance

Live operations and game maintenance are crucial for a game launch because they drive engagement and profits while minimizing revenue loss post-launch. Live-ops usually involve designing and rolling out new content and events based on player behavior. On the other hand, maintenance entails ensuring servers and databases run smoothly with minimal downtime. Whimsy Games has helped 89 companies leverage A/B testing and AI analytics to achieve consistent profits and engagement.

Are you struggling to retain players after launch or facing server malfunctions that prompt players to leave? Lack of optimal live-ops and maintenance accounts for 80% of revenue loss in the mobile gaming space. This guide highlights everything you need to know about live-ops and game maintenance, including key techniques and procedures for maximizing retention and profit.

Introduction to Live-Ops and Game Maintenance

There is no denying that launching a game is exciting, especially when the product is finally out in the market. However, the reality is that a game’s success is usually determined in the first few weeks as new players download and start playing the game. Thus, the need for live operations and Game Maintenance to keep the product relevant and profitable long-term.

Launching a game is just the beginning in the current competitive landscape. The challenge arises when players install the game and start playing. At this point, live operations and maintenance become paramount. They enable developers to keep their products relevant and profitable for an extended period.

What Are Live Operations (Live-Ops) in Game Development?

Live-ops involve sustaining player engagement and ensuring the game remains relevant long-term. It entails rolling out new content, features, and events to keep players interested beyond the initial launch. Besides new content, live-ops also consist of hosting special events and competitions that promote healthy competition among gamers.

Live-ops are analogous to television series production. Instead of developing a movie, game developers create episodes that continue to captivate the audience. According to Machinations.io, “Live Ops is the process of adding new content, features, events, or activities to a game after its launch that do not require a new version of the game.” Ideally, a live-op expert should be able to transform a static game into a dynamic and evolving entity based on player behavior.

What Is Game Maintenance?

While live-ops deal with new content, Game Maintenance Services are concerned with ensuring everything works seamlessly. The process consists of optimizing databases and backend servers to ensure minimal downtime and seamless user experience. Most gamers are usually unaware of the challenges of game maintenance, except when malfunctions occur, disrupting their gameplay. The reality of game maintenance is that it keeps servers running 24/7 with little to no downtime. Developers must keep the game updated and compatible with the latest app store requirements.

Why Are Live-ops and Maintenance Important?

The mobile and PC gaming space is extremely competitive, and players have access to a wide range of products at their disposal. Therefore, it is paramount for developers to keep their products running smoothly while also introducing new content to keep the audience engaged. Live-ops ensure there is continuous content of high quality. On the other hand, maintenance keeps the game relevant and lucrative.

Games with robust live-ops and operational maintenance have a higher chance of profiting from day one. For instance, Newzoo reports that games with superior post-launch performance retain three times more players 90 days after launch. With the right strategies and procedures in place, developers can maximize player acquisition and retention while profiting immensely from their creations.

Live-ops and game maintenance keep games profitable long-term

Having a superior launch is not enough since players need continuous engagement to ensure long-term success. The following section explores key aspects of live-ops and game maintenance.

How Do Live-ops Typically Work?

A live-op expert typically works by first studying player behavior to understand what to introduce. The process entails first developing the content and then utilizing in-game backend systems to deploy the content. It is important to note that game developers usually adopt the “server-side” approach to update the game without waiting for the Google Play Store or App Store approval. Below are some key processes involved in a live-op campaign:

• Monitoring the metrics and feedback in real-time
• Planning and scheduling events 4-6 weeks ahead of time
• Dynamic deployment of assets and configuration

After the event has concluded, it is critical to review the insights and utilize them to inform future implementations. By doing this, developers can keep their audiences engaged and ensure continuous gameplay.

Core Components of Live-ops

A live-op campaign has several components, which developers should consider when planning. Although the process may seem overwhelming, it is critical to remember that live-ops are usually not about selling but rather about engaging the audience. The following are some of the key aspects of live-ops campaigns: Events and promotions, New content releases,New features, Community management, Player analytics

These components are vital, considering that they help keep the game interesting and profitable. It is also important to note that excellent live-ops require exceptional creativity and insight.

Live-ops Content Cycle

Live-ops content cycle determines how often new content is deployed. Developers should strive to deploy new content frequently to keep players engaged. For instance, Whimsy Games developed a “play-for-purpose” mobile game called Zeedz, where players interact with plant creatures referred to as zeedles. Developers utilized real-world weather data to ensure the in-game weather reflects the players’ location. This way, they could keep the content interesting while also encouraging continuous engagement.

Game Maintenance Key Processes

Like live-ops, game maintenance is critical for a game’s success. Developers and organizations should have a comprehensive maintenance plan that they follow consistently. Ideally, Mobile Game Maintenance should entail the following:

• Strict version control to avoid conflicts
• Database optimization to prevent data loss
• Establishing rollback procedures in case of malfunctions
• Conducting regular testing to ensure there are no compatibility issues

Developers should also consider the following:

• Zero downtime deployment
• Testing and building tools
• Client platform compatibility

Key considerations when deploying routine game maintenance and updates.

Routine Updates, Hotfixes, and Patches

Games require regular maintenance and updates to ensure optimal performance. Developers usually implement hotfixes, patches, and major updates to address specific issues or enhance performance. It is important for developers to schedule minor updates at regular intervals to avoid overwhelming the audience. Ideally, developers should update the game every two weeks or less for minor improvements. On the other hand, major updates should be deployed rarely, considering that they can be overwhelming for the average player. For patches, developers should adopt a naming convention that can help them quickly identify the changes. Lastly, for critical issues, developers should have automated hotfixing systems that can prevent major malfunctions.

Server and Backend Management

Multiplayer and online games require proper backend management to ensure smooth gameplay. Backend management usually involves optimizing databases and servers to ensure minimal latency worldwide. Developers should monitor the load capacity of their servers and ensure they have sufficient processing power for an increased number of users. Backend optimization also entails load balancing, which is the process of distributing traffic between active servers to prevent overload on a single server. Ideally, developers should invest in cloud-based scalable hosting to ensure they can scale up during peak hours and scale down during slow periods. The same technology also ensures there are no downtime-related losses.

Best Practices for Games Live-ops

While designing a live-op campaign, developers should avoid relying on assumptions and speculate about trends. The best way to predict what the audience wants is to first gather and analyze player data. Ideally, developers should have a dashboard that helps monitor the most popular content. The insights that emerge from the data analysis will be critical in determining which promotions and content to adopt. For instance, if the analysis reveals that the majority of players are not fond of a particular promotion, it is best to abandon the campaign. On the contrary, the insights can help fine-tune the content and highlight specific aspects that players find attractive.

The most successful studios adopt a player analytics team to highlight the most appealing game mechanics. According to AppsFlyer study, data-led retention insights can propel player engagement by 47%. Developers who utilize real-time analytics and insights to tweak their live-ops campaigns can realize exponential improvements in player retention and engagement.

Monetization vs. Retention Strategies

Monetization is the most challenging aspect of live-ops, as it requires developers to balance between maximizing profits and ensuring there is minimal player loss (churn). There is no doubt that aggressive monetization tactics can prompt players to leave since they feel like they are being pushed to spend money. However, developers cannot be able to profit from the game if they give everything away for free. The sweet spot lies in implementing monetization strategies selectively while also ensuring they are not too pushy.

At Whimsy Games, we utilize a technique known as segmentation to determine which monetization strategies work best for every player category. For instance, whales (players who spend a significant amount of money) should be treated differently from casual players in terms of recommended bundles. Another approach that works effectively is adopting a value-based economy to ensure that every purchase is perceived as valuable to the player. We also ensure that all bundles have a value threshold to prevent players from feeling tricked into spending.

Best Practices for Game Maintenance

It is always advisable to conduct regular maintenance to avert disasters. The most effective way of doing this is by staying ahead of potential issues. Thus, developers should invest in version control and rollback procedures to ensure they can resolve problems promptly. In most cases, the best game maintenance practices are usually derived from experience. Below are some of the most reliable best practices for Video Game Maintenance:

• Use blue-green deployment, which involves using two identical production servers to ensure zero downtime deployment.
• Adopt automated rollback procedures (panic button).
• Implement 24/7 monitoring with a live dashboard.
• Implement hotfix cycles on a weekly basis instead of monthly.

Proactive monitoring

The most important aspect of game maintenance is proactive monitoring. Developers should set up automated email alerts when the system detects unusual activity. Proactive monitoring also entails having dashboards that provide real-time insights regarding the status of the game. According to Azumo , “Live Ops platforms must analyze, measure, support, and respond to player behavior in real-time to optimize the gaming experience. The same philosophy applies to backend systems and server infrastructure.”

For instance, if a server in Asia is experiencing downtime, the automation tools can detect the issue and prompt the developer to take countermeasures. The action could involve rerouting traffic to other servers or adding more servers to handle the load. Automated monitoring is particularly vital for large-scale multiplayer games where downtime translates to massive revenue loss.

Efficient Team Workflow

Poor team organization can impede the game maintenance process. Thus, it is advisable to invest in building efficient team workflows. Developers should leverage automation to reduce the amount of manual effort involved in game maintenance. For instance, there are several automated test tools that can help developers avoid crashing their games when implementing hotfixes. Some developers also use what we refer to as “build bots” to compile their code to production. We implement a co-development model for our live-ops and game maintenance solutions to ensure efficiency. By doing this, there is a reduced need to switch between maintenance and live-ops.

Tools and Technologies for Live-ops and Game Maintenance

Various technologies and tools are critical for game maintenance and live-ops, including Unity, Unreal Engine, Firebase/Crashlytics, Machinations.io, Jira, and Linear. These tools are vital for creating efficient live-ops while also ensuring there are minimal bugs and downtime. Developers should invest in such tools and technologies to automate most of the processes and allow them to focus on more critical aspects of game development.

Live-ops and game maintenance are usually resource-intensive, making it hard for some organizations to handle them on their own. Thus, many developers choose to outsource the responsibilities to specialized companies that offer live-ops (LIVE) and operational maintenance (OM) expertise. Many studios prefer outsourcing because it is cost-effective while also providing access to superior talent.

Whimsy Games serves as an outsourcing partner for many companies, including Playrix and Plarium . Our LIVE and OM experience has allowed us to become a preferred partner for many businesses and provide end-to-end solutions for game launches. “Our multidisciplinary team supports you through every step of the development lifecycle, from prototyping to publishing, driving creative projects that meet your unique vision and commercial goals.” In essence, our clients benefit from a highly-skilled team of 75+ professionals that are deeply passionate about the gaming industry.

Conclusion

This guide highlights the key aspects of game maintenance and live-ops. The former ensures the game runs smoothly, while the latter sustains player engagement by introducing new content. Both aspects are intertwined and critical for a game’s profitability. Some of the best practices explored in this guide include automation, proactive monitoring, data analytics, version control, and efficient team workflows. For professional Unity Game Maintenance in Malaysia, reach with our team to discuss how we can support your game after launch.

Future Trends in Live-ops and Maintenance

Live-ops will continue to evolve and become more sophisticated over time. Developers should leverage emerging technologies and trends to improve their game maintenance and live-ops strategies. One of the most exciting developments is the rise of automation, which will be vital in streamlining game maintenance and live-ops. For instance, artificial intelligence (AI) is set to revolutionize the gaming industry by allowing developers to personalize and automate events. Developers will utilize AI algorithms to analyze player behavior and modify the game’s difficulty and rewards. This way, developers can ensure long-term engagement and retention.

Procedural generation will also be critical in the future of live-ops. The trend entails utilizing computer algorithms to automatically generate game assets. Procedural generation will become increasingly crucial as it will enable developers to produce the vast amount of content required for live-ops. Another emerging trend that will shape the future of live-ops and game maintenance is cross-platform multiplayer gaming. The trend is forcing developers to redesign their backend infrastructure to support multiple platforms. These developments will be vital as they enable gamers to connect easily while also improving the overall gaming experience.