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Mastering Retention Podcast

Ep.102: Live Operations and feature development

🎙️ Mastering Retention Podcast: The Critical Role of Live Ops and Player Engagement with Matt Hood
Host: Tom Hammond, Co-founder of UserWise
Guest: Matt Hood, Game Lead at Carry1st
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Introduction

👋 About Matt Hood:
Began his career in recruitment and HR at NaturalMotion before the Zynga acquisition.
Transitioned into game production and product management roles at companies like Wooga and Ten Square Games.
Currently a Game Lead at Carry1st, focusing on new game initiatives.
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From Recruitment to Game Development

🔄 Career Transition:
Initially recruited talent for games like Clumsy Ninja.
Developed a passion for game development and shifted into production roles with support from colleagues.
Worked on titles like Jelly Splash, June's Journey, and Fishing Clash.
🤝 Recruitment Insights:
Personalized Outreach: Emphasized the importance of tailored communication when attracting talent.
Candidate Experience: Highlighted that how candidates are treated impacts their decision to join a company.
Company Vision: Stressed the need for a clear and compelling vision at both company and game levels to attract top talent.
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The Importance of Live Ops

🎮 Defining Live Ops:
Live Operations involve ongoing activities to keep a game engaging post-launch.
Includes events, updates, sales, and new content to encourage daily player engagement.
💡 Why Live Ops Matter:
Player Retention: Keeps the game interesting and prevents it from feeling static.
Revenue Generation: Can account for 50-80% of a game's revenue.
Content Refresh: Provides variety and new challenges to maintain player interest.
⏰ Timing of Live Ops Implementation:
Should be considered early in game development, even if execution comes later.
Early planning ensures the game supports Live Ops features effectively.
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Technical Considerations for Live Ops

🔧 Config-Driven Development:
Importance of making game features configurable for flexibility and rapid updates.
Configs: Short for configurations, these are adjustable parameters (e.g., spawn rates, rewards) that can be changed without altering the game code.
🛠️ Building for Flexibility:
Designing features with future Live Ops needs in mind.
Enables the team to create new events and content efficiently.
Allows for A/B testing and segmentation to optimize player experiences.
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Strategies for New Game Development

📊 Identifying Success Metrics:
Conduct early research to set benchmarks for retention, monetization, and user acquisition.
Use competitor analysis and early testing to inform expectations.
🛑 Knowing When to Pivot or Stop:
Be prepared to make tough decisions based on data.
Regularly compare soft launch data against expected metrics to decide whether to continue development.
🎯 Understanding the Target Audience:
Recognize that players often have existing game commitments.
Engage with potential players to understand their needs and pain points in current games.
Use insights to create a game that offers improved experiences or solves existing frustrations.
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Creating Psychological Highs in Games

🚀 Importance of Emotional Peaks:
Delivering moments of excitement and satisfaction keeps players engaged.
Examples include big wins, achieving difficult goals, or experiencing compelling narratives.
🎉 Enhancing Highs Through Live Ops:
Live Ops can introduce new challenges or events that provide fresh excitement.
Limited-time modes or special rewards can create renewed interest.
🧠 Understanding Player Motivation:
Games like Royal Match succeed by amplifying these psychological highs.
Replicating or improving upon these moments can draw players from existing games.
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Case Study: Developing "Memoirs" in June's Journey

📝 Feature Development Process:
Aimed to create a long-term event to keep players engaged over two months.
Focused on integrating the feature seamlessly into the game's 1920s detective narrative.
🤔 Considerations:
Ensured the feature aligned with player personas and motivations.
Designed with Live Ops flexibility to keep the event fresh and engaging.
Collaborated across teams (narrative, art, live Ops) to enrich the player experience.
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Key Takeaways on Player Retention

🔑 Matt's Tip for Boosting Retention:
Feeling of Progression: Players are motivated by a sense of advancement.
Ensure that players can see and feel their progress in the game.
Align game progression with player motivations to encourage ongoing engagement.
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Conclusion

📞 Connect with Matt Hood:
LinkedIn:
Matt Hood
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🔗 About Carry1st:
A leading publisher and developer focusing on the African market and beyond.
Invests in understanding players to create engaging and culturally relevant games.
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