Insights on Live Event Frameworks, Ivy Zhou, GameRefinery (A Liftoff Company).

[Music] [Applause] [Music] and we are going to kick off with Ivy from gam refining he iy how you doing who's going to talk about one of my favorite topics live Ops based things so insights on live event Frameworks I be able to you hello everyone uh okay it works well uh thank you for having me today and welcome to the Live Events uh war zone that's what I'm going to talk about today and I think everyone here knows about the Live Events is a real Battlefield and you know that's the main

backround for the players engagement and that's the reason that we're all chasing the same audience and you know it's not just you and your competitor chasing the same auds it's you and you other like other players in the market are chasing the same players so the secret success uh here is not more Firepower it's more content and what we need is um intelligence so we can Target our materials to the right people at the right time so in the session today I would like to share with you guys you know some of the examples that can give you uh competitive Advantage at um the battlefield and uh my name is I Joe I'm the head of uh game refiner APAC and we work with all of the tier one developers um and Beyond and all of the data you see today is ours and is being used in live uh environment so um as we know the harsh reality is if you don't have the right

framework for for a game it's going to be really really difficult to make it um and so what we can do and what a solution is that it's very very okay to heavily influenced by what's working you know look at what's working and what been optimizing it's a point and um it's a very big point so you know when when we also need to think about um what's happening out there and um what it's audience are been trained uh to expect the level of Engagement for example I've been playing the mat games uh project makeover is my favorite and I have seen so much uh so many interesting events in the game when I play other games well I'm just curious of what are the events you know what are the my GS and collectibles that I like so if you think about it an empty game it's just like a 3D movie that's to a Silence movie well it's still a same movie indeed but the problem is you have a

different experience and experience is the whole thing in the game um so make sure that you have the right framework um for the game so um it's going it's going to be tougher and tougher and more competition is coming is you know look we know the HD games are not at um are not um on the same level as the mobile games at the moment but thing is uh me in terms of framework but thing is they're moving to there it's not just uh the mobile games are optimizing their game you know trying to um get the people's time it's also the HD games they're doing the same thing so if you look at data here um 95% of the studios um the HD studios are working on the Live Events games while Xbox is going to I know coming to all different platforms so if you have X called power game and on your phone and

powered by the best breid of the live event framework which they learned from mobile and that's more computation and it's going to you know it's going to the other way around too as well you know Call of Duty there there will be released on PC as well and um so that's why you have to make sure that you have a a framework that's attractive engage and you know entertain the right people at the right time and we are always you know trying to optimize the greatest chance of success so but most of the time when people do it they do in the vacuum you know by yourself thinking how should we do it what should I do should we do this or that um but the thing is we with more competition um especially like HD and stuff people are trying to optimizing their game by making the circle rounder and this is a great example actually

found um so it's a it's a famous advertising as from from Nike like like years ago um The Campaign is the football players they're running a special Mission uh for a special football and the special football it just rounder and that's the funniest part you know how can you make a a football rounder and and I found it it's the best example here for Live Events if you think about how they have been optimizing it it's just um they always go keep going and further and that's the best the best uh Live Events or live up structure is perfect for the audience at the moment that's what they need so it's never going to stop if you're on the journey you're always on the journey um yeah and what else you actually need um is to check the opportunity space what's happening you know on the market

if you already have a perfect framework if you already know how you run your games you need to figure out can I Feit can I Feit the market how can I stay away from from the red ocean so um well we had a experience with a developer before and they're wondering why you know the start of the week was so Bleak for for for their own game because um well they couldn't find out the schedule of their competitor game you know the biggest Rebel has everything going on on Monday and obviously they share the same you know player pool and even though they could have a great offer back then but the worst you know they're just at the worst time the wrong time they are not aware of you know what's what's happening in their in their competitors game so well they they had to you know went to head tohe well again making sure that you have a right framework and with more competition coming is that people are

trying to make a circle rounder and optimizing and you need to check the data you need to have the right data and look at the opportunity space you know where is everything happening because uh it's always going to be a moving Target well it's then it's a data time um that's I'm going to show today well um let me go through few insights from puzzle and M core I hope you guys going to like it um and you find it very helpful hopefully and uh one the thing I like to say the puzzle game is getting short shifted um which blows you know people's mind because um if you think about it it's the biggest um piece of the business is also the biggest genre in the whole gaming industry and it's also by dollar amount the biggest entertainment uh on the planet so it's bigger it's bigger than movies it's it's enormous and well as it's so big it gets

so competitive and um you know people learn from each other from different genres and loot of big companies they're making a lot of money by by adding Innovative events you know they keep engaging with their with their players and some of the example uh I would like to show in the in the following slides and this is the data that we pull from our uh from our data pool and as you can see that's the audience uh for different genres if you look at this you know uh the highest percentage in matre is Major uh in mainly women female audience and we know that women they enjoy gaming and they like competition they like it but thing is you have to frame it in the right way they don't or as for me I don't like toxic competition I don't like the bunch of like PVP stuff just throw in the game that's going to that's

not going to work for us but if you have the you know the framework the the the the right schedule you know like that's engage with the engage and connect with with players and they they like the experience that's going to be um a success and then let's go to the next one and take a look at the puzzle how the events look like in puzzle games and how the how does the competation elements come up so this is um we call it must have list of the events in in master games so these are uh this is the aggregated view uh that we pull out is the the how popular those different events that in master games and it's not that just it it runs to the second slid as you can see here it's awful a lot happening and uh probably you know more than most people realize actually um but what I want to show more

is this one you know with that constant constant new idea um are being generated all the time that's you know that's what driving players engagement and they support by you know different tasks and uh you know with the right events you can see here I'm going to call out those two you can keep the players engaged you know who like combined competitive events and collect BS in with the right balance and these are the ones that we see recently that you know look at the data that uh competitive events oneon-one and competitive events Co up are the ones just start to appealing uh appearing in the market I just they just came out because female audience they like to compete and they like the contents like that um and let's go take a look how it that uh works and more uh granular data so

uh competitive uh Guild PVP as you can see here is um it's been running from Friday to Sunday mostly during the weekend and 40 40% of the master three games are having this feature at the moment and they are also supported by Guild tasks that runs at the same time exactly from F Friday to Sunday um go oh this one um from Friday to Sunday as well and also um the next one you know for the rest of the week what they do is a competitive one-on-one event you that on that runs from Monday to Thursday so then on the weekend they have guil PVP and guil tasks that's all they all connected together so that's how the framework you know how the schedule looks like um you know the framework of a compy competitions in

puzzle game at the moment um that's what's working and you know as I said casual game is very competitive um look at how they doing it and think about that's what the audience are being trained to do well uh more than competition casual players they're all they're social too they compete and also com cooperate with others and uh we have seen some very very interesting examples uh since last year is From monopo is was it was a biggest game uh last year well I guess everyone agree on that um so this game that I as you can see here they have a what it's partner events or Co-op events it's not something new but they have a very unique way to do it that have you know this um communal task without what you still partner with for other people

but you know have this communal task without having a GU part team system uh in the game and also those you know the feeling of cooperating with a single player gives people like the sense of personal like private idea and also more engaging you know compare with the the normal Guild and in you know the the co-op task system and this new meta uh keep keeps the game fresh and you know on both creative side and motivate you know motivates the players come into the game and stay in and play and these are these are the this is the events that we have seen that since they launched and got successful from the data numbers and other games starting to add this were almost exact framework uh it's uh it's truly a great one and uh well next one say well we see that they push

this events every single month and uh if when we look at data back every time when they when they push this this event is the time they have the best performance uh of that months and then change the topic uh you know the theme every every time it's great and the whole point is that they're here you know to draw the players into the framework and these are new motivations and features that training up in casual we definitely consider the elements of these in we should think about in our campaigns and the Frameworks and um you know because top games are training the audience to expect this type of experience uh it's very interesting and it's very engaging because audience are already like those events you know when they have played the game or they have the one one one V one stuff um they're going to start wondering like how can I you know how can I find in other games

and uh for top you know all those all of these top players mean in the market they're always um well absorbing or learning from different uh different top other top games you know they always find a new way to expand their social dimensions in the pzo games in the pzle space with additional activities which are done together and these are the Frameworks that's uh involved that's actually their framework the schedule so the timeline shows how they keep it fresh uh you know when they adding the new stuff the the Innovations and you know testing if you look at uh download Revenue data and uh not surprise there is a similar very similar I'll say very close framework that just like monopo go from a ro match that we seen in December um and they uh started to repeat it there must be a reason so um it's also uh what

it's a you play a Plinko well game in in Royal match and also Co Partners events and the idea is also the most well most successful developers they finding the ways to build communities and connections with the players so um please remember is can be an overlooked space with some of the most dedicated players you know and social opportunities that's keep people people connect and engage uh engagement um but as I said I've we have seen other uh players I mean like other games in genre in casual genre has been adding this uh framework well gradually since last year it works now let's uh ship our the gears to to meore like no surprise uh it's mainly male audience um probably you guys know better than me

about the games here and uh about competition you know male uh players they have a slight not slightly but they have a a different attitude to competition than female they want competition the real competition uh they're super competitive in general I would say uh progession and customization like no surprise as I said um if you look at the data here uh loads of PVP stuff and what's more important is the interplay between these events and that's a key you have to support each other uh canot be just a sendal long event um it's very important and all the meore players they like to win um they want to level up they want have skin character skins and um I all I always uh make fun of uh Call of Duty mobile is the biggest fashion game on the planet

because it has tons of weapon skin operator skin while emotes and the stuff and I say Call of Duty has a bigger wardrobe than Barbie and myself so um it's uh um Well here here's a the event framework um of Call of Duty it's all connected and but you know the key is still the progression look at the green what the greenish blue part um experience is a king and keep fashion game going uh M players they love fashion it's all about skin skin and skin and Call of Duty is all about the the customization and skin stuff and that's where their monetization is so um let's go to the next slides here um these are the uh these are accelerated by the limit limited time

rewards um limited time Gadget is the two we uh calendar in Call of Duty mobile as you can see it's a lot it's a lot going on it's just the scheme monetization events on monetization and events on fashion and these are the key these are the the key to success that they're they running the their Live Events one last thing uh that I'm going to say that we we're announcing today game Refinery is multiplatform so we track uh the top games on Xbox PlayStation and PC and because they're becoming live games and all of the developers now want to know about you know what's working what's the framework that's working at the moment and uh a little spoiler that um the next PGC presentation we will be on Total Landscape of all the platforms so

and the next one oh I just going to share uh the the you know I just wrap up with the key takeaways so success isn't about Firepower it's about intelligence it's about data and it's a lot happening in the game is always being improved and optimized so determine where The Sweet Spot is and you know it's either replicated or inverted and you minimize unknown the unknowns and understand what's happening with inent it's very important because you know without it you're just Flying Blind oh thank you for having me um just uh come to grab me if you're interested in everything that I Shar today thank you great thank you very much thank you and in case you're in any doubt I mean a lot of these techniques you can do whatever size of game you are You' just got to work out what's uh efficient and scalable that your team can actually do and there's lots of techniques about doing that which is what I spend most of my time Consulting on [Music]

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