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Successful Design and Live Operation of Events

Successful Design and Live Operation of Events . Chris Plummer. Head of Ideation & New Development Strategy, : DeNA. CONQUERING RAID BOSS. and other secrets for successful live event operation. NEW CONTENT!. SALE!. Common Event Misconceptions. ARPDAU SPIKE!. “Just For Whales”.

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Successful Design and Live Operation of Events

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  1. Successful Design and Live Operation of Events

  2. Chris Plummer Head of Ideation & New Development Strategy, :DeNA

  3. CONQUERING RAID BOSS and other secrets for successful live event operation

  4. NEW CONTENT! SALE! Common Event Misconceptions ARPDAU SPIKE! “Just For Whales”

  5. “Did you make it to the…?” “Can’t wait ‘till the next event!” “…even more fun than the normal game!” Credible Events Customer Point of View “That top prize is insane!” “I’m getting so much more stuff!” “I want to get in before it’s over!”

  6. Why bother?

  7. Successful event operation will dramatically inflect game performance week to week.

  8. Event Engagement

  9. Event Monetization

  10. CommonEvent Frameworks PvP Solo Progression PvP Raid Boss Raid Boss Progression

  11. Event Harness Essentials • Start & End • Event Game Rules/Mods/Modes • Event Scoring and/or Currencies • Event Reward System(s) • Event Content Tools • Event Promotion & Description UI • Event KPI Analytics • Event-specific Affinity

  12. Event Designer’sChecklist • Clear Premise • Exclusive Content and UX design • Clear Progression Design • Event KPI Targets • Base reward structure for ‘everyone’ • Elite reward structure for elite players • All the reference players could need

  13. Theme 1 Theme 2 Theme ..n EVENT TYPE LIVE TUNING

  14. RAID BOSS Secrets to Success

  15. RAID BOSS Cycle $ - Game energy + Gameplay Stats - Reward Tickets + Gameplay Items - Battle energy - Time $ $ + Event Points + Battle Energy + Reward Tickets - Battle energy + Raid members

  16. RAID BOSS features • Invasion premise • Unique Instances • Event Energy • Call for help • Victory Rewards • Limited Lifespan • Boss Progression • EP Rewards • Leaderboard Rewards • Pay for advantage

  17. Raid Boss KPIs • Participation Rate • Daily EP Totals by Engagement Cohort • Revenue & Volume of Event Items • Daily Event Energy Used / DAU • Win/Loss Ratio per Boss • Help requests and Response Rate

  18. Sample: Day 3 Event Point Distribution Target by Engagement Cohort Each engagement group progresses at a different pace.

  19. Sample: Day 7 Event Point Distribution Target by Engagement Cohort Big Prize Thresholds

  20. ! The single,most important thing…

  21. CompellingRewards!

  22. Raid Boss Participation Rewards, HELLFIRE Reward Redemption, HELLFIRE Top Leaderboard Rewards, TRANSFORMERS LEGENDS

  23. And don’t forgetdaily tuning…

  24. EventParticipation? Tune rewards first Tune UI Tune Boss difficulty last

  25. Progression Pace? Tune encounter rate first Tune Boss difficulty last

  26. Sample Spawn Rate by EP

  27. Event Energy? Tune supply of Energy first Tune Boss difficulty last

  28. Supply & Demand of Battle Energy through Raid Boss Progression Battle Energy Raid Boss Progression

  29. Help Requests & Responses? Tune ‘team’ engagement rewards and request volume first. Tune Boss difficulty last.

  30. Last words… • Know your most exciting moments! Cultivate them and monetize there. • Tuning Boss difficulty affects everything. Use Caution! • Offer insanely awesome rewards for the top leaderboard positions. Don’t be shy!

  31. Make it happen!

  32. Questions?

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