Executing a live service game (or portfolio) strategy with business-led decision-making

Managing productions from incubation to release and beyond through live ops excellence and robust, scalable infrastructure

The live service landscape is a complex maze, brimming with potential rewards and fraught with hidden pitfalls. Leaders are faced with the challenge of getting it right and reaping the rewards - or getting it wrong and struggling to recover. Today's players demand continuous engagement, evolving narratives and a relentless stream of fresh content. Navigating this intricate world requires more than just exceptional game design; it demands a strategic shift towards business-led decision-making. This article empowers senior leaders in the live service gaming industry to become the architects of their GaaS (Games-as-a-Service) destiny, outlining a framework for success anchored in robust infrastructure, data-driven insights and LiveOps excellence.

The Rise of GaaS and the Changing Landscape

The GaaS model has revolutionized the gaming industry. According to a Newzoo report, the global games market will generate yearly revenues of $212.4 billion in 2026. This meteoric rise signifies a fundamental shift in player expectations. Gone are the days of a single purchase and a static experience. Players crave evolving worlds, dynamic narratives and a constant sense of progression.

"The key to live service success lies in fostering a long-term relationship with your players," emphasizes Mike Morhaime, co-founder of Blizzard Entertainment. "It's about creating an environment where players feel valued, engaged and constantly surprised by the depth and breadth of your game world."

Building the LiveOps Powerhouse: From Incubation to Infinity

Live service games aren't just products; they're living ecosystems demanding a continuous development cycle. This necessitates a business-led approach, guiding the journey from incubation to long-term success. Here's a breakdown of the key phases in a live service game's life cycle, highlighting the crucial role of business leadership:

• Concept Incubation: Business leaders set the stage by identifying market gaps, analyzing player trends and defining the game's core value proposition. This crucial phase involves a delicate balance between creative vision and market viability.

• Pre-Production and Development: Business leaders establish clear KPIs (Key Performance Indicators) and success metrics that align with the overall strategy. They work alongside developers to ensure the technical infrastructure is robust, scalable and facilitates the seamless integration of future content updates.

• Launch and Early LiveOps: Business leaders guide critical go-to-market strategies, analyze launch data and identify areas for immediate optimization – all while fostering a close feedback loop with players.

• Long-Term LiveOps and Content Cadence: This is where true live service mastery comes into play. Business leaders partner with LiveOps teams to curate engaging content, implement effective monetization strategies and nurture a thriving player community. Data analysis becomes paramount, informing content roadmaps, balancing in-game economies and driving player retention.

LiveOps Excellence: The Engine of Player Engagement

LiveOps are critical to any successful live service game. It's the ongoing process of managing and optimizing a game post-launch. Here's how business leaders can elevate their LiveOps capabilities:

• Data-Driven Decision Making: Invest in sophisticated analytics tools to track player behavior, measure engagement metrics and identify areas for improvement. Leverage these insights to tailor content updates, personalize in-game experiences and optimize monetization strategies: "At Electronic Arts, leveraging data analytics in LiveOps … has led to a 15% year-over-year increase in player retention across our core GaaS offerings." (Blake Jorgensen, CFO, Electronic Arts, 2023)

• Community Management: Foster a vibrant player community through active communication, engaging events and addressing player concerns. Business leaders can empower community managers and incentivize player interaction – creating a sense of belonging and loyalty.

• Content Cadence Optimization: Identify the optimal content release schedule that keeps your game fresh and exciting without overwhelming players. Business leaders, alongside LiveOps teams, can experiment with different content formats and seasonal updates to maximize engagement.

• Monetization Strategies: Create a sustainable business model that balances player value with revenue generation. Explore diverse monetization options, such as season passes, cosmetic microtransactions, or subscription models. Business leaders should ensure these monetization strategies align with the overall game design and player experience.

Building a Scalable Infrastructure: The Foundation for Growth

A robust and adaptable infrastructure underpins a thriving live service game. Here's how business leaders can ensure their technology stack is equipped for long-term success:

• Cloud-Based Architecture: Leverage the scalability and efficiency of cloud-based solutions to manage ever-growing player bases and evolving content requirements.

• Microservices Architecture: Break down the game's functionalities into smaller, independent modules (microservices). This facilitates easier updates, quicker bug fixes and smoother content deployments.

• DevOps Integration: Implement DevOps practices to streamline collaboration between development and operations teams. This ensures faster release cycles, efficient bug resolution.

Leading with Business Acumen: Data-Driven Decisions

Business leaders have an unparalleled vantage point – they see the bigger picture. By leveraging data and fostering a data-driven culture, they can make informed decisions that maximize player engagement and profitability.

Here are some key areas where business acumen shines:

• Market Analysis and Competitor Tracking: Continuously analyze market trends, competitor activity and player sentiment. This allows leaders to identify opportunities for innovation, stay ahead of the curve and adapt strategies accordingly.

• Financial Modeling and Forecasting: Develop accurate financial models to assess resource allocation, predict revenue streams and ensure the long-term sustainability of the live service game.

• Investment in LiveOps Expertise: Building a skilled LiveOps team is paramount. Business leaders should prioritize attracting and retaining talent with expertise in data analysis, community management and content creation.

A Final Word: LiveOps as a Competitive Advantage

The live service landscape is a marathon, not a sprint. Success hinges on a blend of creativity, data-driven decision-making and operational excellence. By embracing a business-led approach, prioritizing LiveOps and fostering a culture of continuous optimization, senior leaders can transform their GaaS offerings into thriving ecosystems that captivate players and generate sustainable revenue.

Remember, as industry veteran Amy Henning aptly states, "The best live service games are the ones that feel like living worlds, constantly evolving and adapting to their players." By taking the helm and implementing the strategies outlined above, business leaders can unlock the true potential of their live service games, establishing themselves as trailblazers in the ever-evolving GaaS landscape.

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