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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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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”
“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!”
Successful event operation will dramatically inflect game performance week to week.
CommonEvent Frameworks PvP Solo Progression PvP Raid Boss 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
Theme 1 Theme 2 Theme ..n EVENT TYPE LIVE TUNING
RAID BOSS Secrets to Success
RAID BOSS Cycle $ - Game energy + Gameplay Stats - Reward Tickets + Gameplay Items - Battle energy - Time $ $ + Event Points + Battle Energy + Reward Tickets - Battle energy + Raid members
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
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
Sample: Day 3 Event Point Distribution Target by Engagement Cohort Each engagement group progresses at a different pace.
Sample: Day 7 Event Point Distribution Target by Engagement Cohort Big Prize Thresholds
! The single,most important thing…
Raid Boss Participation Rewards, HELLFIRE Reward Redemption, HELLFIRE Top Leaderboard Rewards, TRANSFORMERS LEGENDS
EventParticipation? Tune rewards first Tune UI Tune Boss difficulty last
Progression Pace? Tune encounter rate first Tune Boss difficulty last
Event Energy? Tune supply of Energy first Tune Boss difficulty last
Supply & Demand of Battle Energy through Raid Boss Progression Battle Energy Raid Boss Progression
Help Requests & Responses? Tune ‘team’ engagement rewards and request volume first. Tune Boss difficulty last.
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!