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Mastering Retention Podcast

How to run your game as a service

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https://www.youtube.com/watch?v=7kBBA8WnTFk⁠

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🎙️ Mastering Retention Podcast: Understanding Live Ops and Player Engagement with Fred Lupin

Host: Tom Hammond, Co-founder of UserWise

Guest: Fred Lupin, Game Designer and Live Ops Expert from Montreal, Canada

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Introduction

👋 About Fred Lupin:

Started his career in 2009 at Ludia in Montreal.

Transitioned from QA to Marketing Design and eventually specialized in Live Operations.

Worked on titles like Jurassic Park Builder, Flintstones, Jurassic World, and Jurassic World Alive.

Currently at a small company called Ubi Tusen, working on a fashion-related game.

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Fred's Journey into Gaming

🏃‍♂️ Early Career:

Moved to Montreal with a background in sports management and communication.

Joined Ludia as a QA tester for Nintendo DS and Wii games.

🚀 Transition to Live Ops:

Shifted to mobile free-to-play games as a Marketing Designer.

Gained experience in system design, economy design, and data analysis.

🎮 Key Projects:

Jurassic Park Builder: Achieved unexpected success, putting Ludia on the map.

Flintstones Game: Faced challenges due to design flaws and learned valuable lessons.

Jurassic World Alive: Explored innovative Live Ops strategies.

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Understanding Live Ops

🔄 What is Live Ops?

Activities introduced dynamically into a game based on a calendar of events.

Includes gameplay events, sales, and any activity that requires action beyond the base game.

Utilizes tools that allow content updates without rebuilding the entire game.

💡 Importance of Live Ops:

Keeps the game fresh and engaging for players.

Creates routines and special events to encourage player retention.

Enhances the service aspect of free-to-play games.

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Player Motivation and Engagement

🎯 Identifying Player Motivations:

Discovery: Players exploring new content casually.

Achievement: Players aiming for progression and completion.

Social Engagement: Players interacting with others, both in-game and in external communities.

🤔 Understanding Session Goals:

Analyzing player behavior to tailor Live Ops events.

Considering different motivations for each session (e.g., quick check-ins vs. extended play).

🛠️ Designing for Engagement:

Creating features and events that cater to various player motivations.

Balancing fun with a sense of progression to encourage long-term engagement.

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Live Ops Strategies and Implementation

🗺️ Early Integration:

Start planning Live Ops from day one of game development.

Design features with flexibility to become Live Ops events.

🔧 Building Tools Incrementally:

Develop tools that allow easy implementation of events and updates.

Focus on small steps that provide immediate benefits.

🎯 Targeted Events:

Use data and player feedback to create events that resonate with the audience.

Avoid overcomplicating features; simplicity can enhance player enjoyment.

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Challenges and Lessons Learned

🚧 Pitfalls in Live Ops:

Overcomplicating features can lead to player disengagement.

Misalignment between player expectations and game offerings can hinder success.

📝 Key Takeaways:

Player-Centric Design: Always consider the player's perspective and motivations.

Data-Informed Decisions: Use data to validate hypotheses but avoid being overwhelmed by it.

Flexibility: Be prepared to adjust strategies based on player behavior and feedback.

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Tips for Enhancing Player Retention

🔑 Fred's Advice:

Maintain Fresh Social Interactions: Keep social aspects of the game engaging and updated.

Know Your Audience: Understand who your players are and what they want.

Facilitate Community Building: Encourage players to connect and share their experiences.

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Conclusion

📞 Connect with Fred Lupin:

While direct contact information isn't provided, Fred's insights can be explored through his work and contributions to the gaming industry.

🔗 Final Thoughts:

Live Ops play a crucial role in the longevity and success of free-to-play games.

Integrating Live Ops strategies early and focusing on player motivations can significantly enhance player retention and engagement.

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