Successful Design and Live Operation of Events
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Transcript of Successful Design and Live Operation of Events
Successful Design and Live Operation of
Events
Chris PlummerHead of Ideation & New Development Strategy, :DeNA
CONQUERING RAID BOSS
and other secrets for successful live event
operation
Common Event Misconceptions
SALE!NEW
CONTENT!
ARPDAU
SPIKE!
“Just For Whales”
Credible EventsCustomer Point of View
“Did you make it
to the…?”
“I want to get in
before it’s over!”
“…even more fun
than the normal
game!”
“I’m getting so
much more
stuff!”
“Can’t wait ‘t
ill
the next event!”
“That top prize is
insane!”
Why bother?
Successful event operation will dramatically inflect game performance week to week.
Event Engagement
Event Monetization
CommonEvent Frameworks• Solo
Progression • PvP• Raid Boss
PvP
Raid Boss
Progression
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
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
EVENT TYPE LIVE TUNING
Theme 1 Theme 2 Theme ..n
RAID BOSSSecrets to Success
Play
EncounterHarder Boss
Attack
Re-Engage or
Call 4 Help
Win & EarnMore
Rewards
Redeem & Buy
Equip
RAID BOSS Cycle
- Game energy
+ Event Points+ Battle Energy+ Reward Tickets
- Battle energy
- Battle energy+ Raid members
- Reward Tickets+ Gameplay Items
+ Gameplay Stats
- Time$
$
$
RAID BOSS featuresInvasion premiseUnique InstancesEvent EnergyCall for helpVictory Rewards
Limited LifespanBoss ProgressionEP RewardsLeaderboard RewardsPay for advantage
Raid Boss KPIsParticipation RateDaily EP Totals by Engagement
CohortRevenue & Volume of Event ItemsDaily Event Energy Used / DAUWin/Loss Ratio per BossHelp requests and Response Rate
Sample: Day 3 Event Point Distribution Target by Engagement Cohort
Each engagement group progresses at a different pace.
500
1,50
0
2,50
0
3,50
0
4,50
0
5,50
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6,50
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7,50
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8,50
0
9,50
0
10,50
0
11,50
0
12,50
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14,50
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15,50
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16,50
0
HIGHMEDIUMLOW
500
1,500
2,5
00 3,5
00 4,5
00 5,5
00 6,5
00 7,5
00 8,5
00 9,5
00
10,50
0
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HIGHMEDIUMLOW
Sample: Day 7 Event Point Distribution Target by Engagement Cohort
Big Prize Thresholds
The single,most important thing…
!
CompellingRewards!
Raid Boss Participation Rewards, HELLFIRE
Reward Redemption, HELLFIRE
Top Leaderboard Rewards,
TRANSFORMERS LEGENDS
And don’t forgetdaily tuning…
EventParticipation?
• Tune rewards first• Tune UI• Tune Boss difficulty last
Progression Pace?Tune encounter rate firstTune Boss difficulty last
Sample Spawn Rate by EP
EP > 200 300 500 800
1,200
1,700
2,500
3,700
5,400
7,900
11,600
17,000 Boss 14 - - - - - - - - - - - 0.01 Boss 13 - - - - - - - - - - 0.01 0.02 Boss 12 - - - - - - - - - 0.01 0.02 0.04 Boss 11 - - - - - - - - 0.01 0.02 0.03 0.08 Boss 10 - - - - - - - 0.01 0.02 0.03 0.08 0.05 Boss 9 - - - - - - 0.02 0.02 0.05 0.10 0.11 - Boss 8 - - - - - 0.02 0.05 0.05 0.10 0.11 - - Boss 7 - - - - - 0.05 0.08 0.10 0.12 - - - Boss 6 - - - - 0.05 0.08 0.10 0.12 - - - - Boss 5 - - - 0.05 0.05 0.10 0.05 - - - - - Boss 4 - - 0.05 0.10 0.10 0.05 0.02 - - - - - Boss 3 - 0.05 0.10 0.10 0.10 0.03 - - - - - - Boss 2 0.10 0.15 0.10 0.10 0.05 - - - - - - - Boss 1 0.20 0.12 0.10 - - - - - - - - - Event Rate 30% 32% 35% 35% 35% 33% 32% 30% 30% 27% 25% 20%
Event Energy?Tune supply of Energy firstTune Boss difficulty last
Supply & Demand of Battle Energythrough Raid Boss Progression
Supply Demand
Battl
e En
ergy
Raid Boss Progression
Help Requests & Responses?
Tune ‘team’ engagement rewards and request volume first.Tune Boss difficulty last.
Last words…1. Know your most exciting moments!
Cultivate them and monetize there.2. Tuning Boss difficulty affects
everything. Use Caution!3. Offer insanely awesome rewards for
the top leaderboard positions. Don’t be shy!
Make it happen!
Questions?