Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Ähnlich wie Intro to liveops
Ähnlich wie Intro to liveops (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Intro to liveops
- 5. Games have changed as connectivity has expanded Games as Product • Retail store distribution • Marketing all about advertisment • Air gap between creators and players • PC and Console premium focus
- 6. Games as Product Games as a Service • Digital store distribution • Marketing about acquisition • Creators -> players • Mobile and social F2P focus Games have changed as connectivity has expanded
- 7. Games as Product Games as a Service Games as Community Games have changed as connectivity has expanded
- 8. Games as Community • Direct distribution • Marketing is part of the fun • Creators <--> players • Multi-platform, multi-model focus Games have changed as connectivity has expanded
- 9. Compete Play ChatWatch Create Buy The nature of gameplay has changed
- 10. Top grossing games worldwide 1. League of Legends 2. Arena of Valor 3. Dungeon and Fighter Online 4. CrossFire 5. Monster Strike 6. Clash Royale 7. Fate/Grand Order 8. Candy Crush Saga 9. Pokemon Go 10. Player Unknown’s Battlegrounds 2017 2018 1. Fortnite 2. Dungeon and Fighter Online 3. League of Legends 4. Pokemon Go 5. CrossFire 6. Honor of Kings 7. Fate/Grand Order 8. Candy Crush Saga 9. Monster Strike 10. Player Unknown’s Battlegrounds
- 11. Top grossing games worldwide 1. League of Legends 2. Honor of Kings 3. Dungeon and Fighter Online 4. CrossFire 5. Monster Strike 6. Clash Royale 7. Fate/Grand Order 8. Candy Crush Saga 9. Pokemon Go 10. Player Unknown’s Battlegrounds 2017 2018 1. Fortnite 2. Dungeon and Fighter Online 3. League of Legends 4. Pokemon Go 5. CrossFire 6. Honor of Kings 7. Fate/Grand Order 8. Candy Crush Saga 9. Monster Strike 10. Player Unknown’s Battlegrounds 90% carryover
- 12. IT’S CALLED DESIGN AND PROCESS FOR CONTINUAL ENGAGEMENT LIVEOPS
- 13. Live Game • Connected experience • Requires backend services • Design and engineering shift Operations • Continuous investment • Requires process and team • Mindset and strategy shift LIVEOPS
- 14. A way of thinking about Players • A community of people that do more than just play • A complex mix of players that is always changing • People that are primarily motivated by intrinsic needs • Your game is a part of their lives What is LiveOps?
- 15. An approach to product design and direction • Design is player-centric • Focused on delivering value to the player • Design is a series of meaningful experiences • It’s about satisfaction, not just attraction What is LiveOps?
- 16. An experimentation focused process • Focus on iteration and evolution • Data is used to validate results • Always ready to ship and ship constantly. • Modular features that can operate independently What is LiveOps?
- 17. Having a Live Game is not enough Time PlayerEngagement
- 18. LiveOps is where the magic happens Time PlayerEngagement
- 19. It’s never too late to start! Time PlayerEngagement
- 20. So how do you do LiveOps?
- 22. The LiveOps Maturity Journey 1: LiveOps Basics 2: LiveOps Optimizing 3: LiveOps Mastery 0. Live Game Game Studios and Games
- 23. The LiveOps Maturity Journey 1: Iterate on your game 0. Live Game Goals: • Improve game’s performance • Extend games life • Respond to feedback Actions • Adjust game balance • Add new content • Fix bugs Practitioners • Live content team • Build team Who? Game studios just starting out Established game studios transitioning to LiveOps Example Tools Needed Live event manager Build, test, and deploy pipeline Content configurations
- 24. The LiveOps Maturity Journey Goals: • Improve game’s performance • Extend games life • Respond to feedback Actions • Adjust game balance • Add new content • Fix bugs Practitioners • Live content team • Build team Goals: • Optimize player experience • Increase revenue • Reduce risks Actions • Segment players • Target offers and content • Predict churn Practitioners • Data analysts • Product managers 2: Personalize your player’s experience Who? Mid sized mobile and PC studios Sophisticated publishers and MMO’s Example Tools Needed Targeted purchase offers Churn prediction reporting Recommendation system 1: Iterate on your game 0. Live Game
- 25. The LiveOps Maturity Journey Goals: • Improve game’s performance • Extend games life • Respond to feedback Actions • Adjust game balance • Add new content • Fix bugs Practitioners • Live content team • Build team Goals: • Optimize player experience • Increase revenue • Reduce risks Actions • Segment players • Target offers and content • Predict churn Practitioners • Data analysts • Product managers 2: Personalize your player’s experience Goals: • Strengthen brand and loyalty • Organic growth and sustainment Actions • Social features • Community events • Moderation Practitioners • Community teams • Customer support • Marketing 3: Manage your communityWho? The largest studios The most experienced studios Example Tools Needed Guild system UGC Matchmaking 1: Iterate on your game 0. Live Game
- 27. Compete Play ChatWatch Create Buy Services Player activity Intelligent Actions Our vision for modern LiveOps Insights And do it all in real-time
- 28. PLAYERS Stronger, secure relationships Our suite of LiveOps tools and services
- 29. MULTIPLAYER Build social experiences with cross-platform play PLAYERS Stronger, secure relationships COMMERCE Sell more virtual goods, more easily ANALYTICS Measure and react in real-time COMMUNITY Strengthen player to player relationships AUTOMATION Customize experiences with cloud-hosted logic CONTENT Engage players with frequent updates Mix-and-match with your existing infrastructure Our suite of LiveOps tools and services or adopt the entire platform.
- 30. Efficient • Fully managed • Integrates in hours • Lowers cost & risk vs. building yourself • Scales dynamically • Self-service Complete • Everything you need for LiveOps • Supports all major devices and engines • Make better decisions with one source of truth Reliable • Secure cloud that spans 54 data centers worldwide • Giving you control of your own data • Supports GDPR, CVAA, and COPPA compliance. Real-Time • Monitor activity and events in real- time • Respond intelligently to player behavior • Experiment and test hypothesis • Configure game content any time. A complete backend platform to build and operate live games
- 31. • All major platforms • All major devices • All major networks • All major game engines • All major app stores Completely agnostic
- 32. MULTIPLAYER Build social experiences with cross-platform play PLAYERS Stronger, secure relationships COMMERCE Sell more virtual goods, more easily ANALYTICS Measure and react in real-time CONTENT Engage players with frequent updates COMMUNITY Strengthen player to player relationships AUTOMATION Customize experiences with cloud-hosted logic • Leaderboards • Tournaments • Prize tables • Matchmaking • Server orchestration • Guilds / Clans • Gifting / trading • Authentication • Player profile • Support • Banning • Real-time segmentation • Roles and permissions • Facebook Instant Games • Virtual currencies • Item catalog • Stores • Promotions • Inventory • Receipt validation • Drop tables • Subscriptions • Remote configuration • Storage • News • User generated content • Localization support • Player messaging • Real-time voice chat • Voice transcription • Serverless scripting • Actions • Rules • Scheduled tasks • Webhooks • Admin APIs • PubSub • Dashboards / Reports • A/B Testing • Event search • Data warehousing • Import 3rd party data • Crash reporting
- 33. Microsoft Game Stack MULTIPLAYER Build social experiences with cross-platform play PLAYER MGMT Stronger, secure relationships COMMERCE Sell more virtual goods, more easily ANALYTICS Measure and react in real-time CONTENT Engage players with frequent updates COMMUNICATION Foster healthy player communities AUTOMATION Customize experiences with cloud-hosted logic XBOX LIVE Trusted gamer identity and community AZURE More than 100 cloud services in 54 regions VISUAL STUDIO Integrated development environment. APP CENTER Continuously build, test, and monitor apps POWER BI Visual exploration of data and report generation
- 34. Establishing the LiveOps future Want to learn more? www.PlayFab.com Get in touch! HelloPlayFab@Microsoft.com
Hinweis der Redaktion
- I’m Crystin Cox. 15 years in game development Design and leadership LiveOps and monetization
- Stepped away from game dev because I care deeply about LiveOps I believe good LiveOps can get players the game experiences they deserve, engaged, personal, and community driven. I believe PlayFab can enable the industry to raise the bar.
- Today, games are huge. There are 2 billon gamers in the world and last year, games generated over $100 billion in revenue. Games are a big deal and the market is continuing to expand. But games have been through a lot of change to get here.
- First we had games as products. Games were a single item that was purchased before playing Playing required special hardware, it was a big event. created a strong emphasis on advertising and marketing to generate demand and interest in a game before release. Developers rarely had an opportunity to interact with players, they created games mostly in isolation and then delivered them as static objects.
- But as connectivity increased with the advent of the internet, the nature of games changed and we got Games as a Services. Digital distribution created a direct purchasing relationship between devs and players This era is dominated by social and mobile platforms that were well positioned to take advantage of digital distribution and connection. This era was all about acquisition of players and popularized free to play as a business model. But we are now moving past the games as a service era and moving onto the next evolution of games.
- We like to call this Games as Community
- Because this new era of games is about games as more than services, now games are about the community of players engaging and with them and game developers are focused on growing and retaining communities. Many touch points of communication between the developer and the players all along the player journey. Dominated by multi-platform experiences, games need to meet their communities where they are and provide deep interactions between developers and communities both in and out of the games themselves.
- Because this new era of games is about games as more than services, now games are about the community of players engaging and with them and game developers are focused on growing and retaining communities. Many touch points of communication between the developer and the players all along the player journey. Dominated by multi-platform experiences, games need to meet their communities where they are and provide deep interactions between developers and communities both in and out of the games themselves.
- This new era of games as community is already having a massive impact on the industry. Here is the list of the top grossing games worldwide for the past two years. One of the things that stands out about these lists is how much overlap there is.
- 80% of the games are on both lists. These games are building and managing communities to keep them relevant and growing year over year. They are all employing the same kind of strategy.
- We call that strategy LiveOps. A strategy that cares deeply about continual engagement with player communities. You’ve probably heard this term before but what does it mean?
- We can start by looking at the term itself. It’s the combination of two words. Live stands for Live Games. These are games that include some sort of connected experience or persistence. This part of the term speaks to the design and engineering of a game as well as back end and services needed to make a game live. The other word is operations, this speaks to the continuation of the service, it's managing the game itself over a period of time which requires process and structure, This is really about mindset and strategy in fact LiveOps all up is a mindset more than it is a process .
- First it's a way of thinking about players. As a community of people that's complex and changing and evolving over time People are primarily motivated by intrinsic needs like mastering new skills or developing social connections. And it's about thinking of your game as a part of your players lives not just one piece of entertainment for them to consume but something that's a hobby or interest that they want to engage with all the time.
- LiveOps is also an approach to product design and direction, specifically an approach that is player centric. Traditional games as product tend to be developer centric in their design. Liveops games tend to be more player centric. It's about what the players want, what are they interested in, how they want to see the game evolve or change. Delivering value to players, if they invest in your game they want to see a return back that makes sense Traditional games as product oftentimes are about attraction How do I get you interested in this game How do I get you excited for the launch but live OPS games are about continually satisfying people overtime as their needs change as their experience with the game changes.
- And finally live OPS is a process, it's an experimentation focused process. Live OPS process is about iteration and evolution through frequent engagement. Content needs to be flexible, we need to build features that are modular and can operate independently so we can take them out or put them in or make significant changes to them after the game is live. Demands the ability to ship frequently and always be ready to ship. LiveOPs doesn't really like waterfall process, LveOps wants to be able to do things quickly to take things to just ready put them into the game live and then see if they work and iterate on them and make them better and better overtime.
- All these things that make up the live OPS approach produce games that have longer player engagement cycles. They produce games that engage players over a longer period of time. You get that to some extent we just live games, a live game is going to have a longer tail then a game that is completely static. But being live is not enough, it will extend the life of your game, but not grow it over time.
- All these things that make up the live OPS approach produce games that have longer player engagement cycles. They produce games that engage players over a longer period of time. You get that to some extent we just live games, a live game is going to have a longer tail then a game that is completely static. But being live is not enough, it will extend the life of your game, but not grow it over time.
- All these things that make up the live OPS approach produce games that have longer player engagement cycles. They produce games that engage players over a longer period of time. You get that to some extent we just live games, a live game is going to have a longer tail then a game that is completely static. But being live is not enough, it will extend the life of your game, but not grow it over time.
- So that’s a lot of information about live ops but we’re really here to talk about play fat so how does play fab enable LiveOps?
- Because this new era of games is about games as more than services, now games are about the community of players engaging and with them and game developers are focused on growing and retaining communities. Many touch points of communication between the developer and the players all along the player journey. Dominated by multi-platform experiences, games need to meet their communities where they are and provide deep interactions between developers and communities both in and out of the games themselves.
- Because this new era of games is about games as more than services, now games are about the community of players engaging and with them and game developers are focused on growing and retaining communities. Many touch points of communication between the developer and the players all along the player journey. Dominated by multi-platform experiences, games need to meet their communities where they are and provide deep interactions between developers and communities both in and out of the games themselves.
- Faster, cheaper, more reliable than doing it yourself
- PlayFab is completely platform agnostic It supports the Games as Community future of multiplatform experience Great to have all your data in one place even if your game is on multiple platforms
- PlayFab was built from the ground up to support live operation of games It's a set of back end services and tools that make it possible for you to build and operate your live game PlayFab is modular, you can use it completely but you can also just use parts of it We built the platform from the ground up to easily integrate with existing middleware packages engines so you can use just the pieces that you need