Crafting the meta-experience.

My role involves formulating, designing, and benchmarking against a constantly-updating competitor landscape to create live activations on the app that respond to trends in game features / event types while balancing the technical capacity of Dev and business needs of Product.

Engagement, retention, monetisation.

These core KPIs I am concerned with on LiveOps form the backbone of daily app revenue and the foundation to retain and engage our loyal user base of over 500,000 players.

Game design and event strategy.

One of my most significant contributions in this role has been building a suite of fun, innovative games and events that perform and are also designed in modular, flexible frameworks that maximize effectiveness while minimising cost and time investment.

Challenges

LIVE OPS GROWTH:

• How can we build a suite of engagement and monetisation tools to cover a vast range of business cases without blowing up scope?

• How may we introduce, update and retrofit new app features and improvements on a rapidly-evolving tech stack?

Processes

WAYS TO GET THERE:

• A systems based approach that considers each product/feature stream as part of an app ecosystem

• Building out a UX/UI playbook/kit that serves as design building blocks as the foundation of any new event or feature

• Align, time and strategise an individual product’s roadmap in tandem with tech patches and updates

Solutions

WHAT WE’VE DONE:

• Diversified a fatiguing catalogue of events with new, innovative formats and product types w/ a content strategy that extends its re-usability

• Implemented new hand off processes and streamlining production

• Established a new design framework for recurring events that has significantly eased the process of launching new in-game slots

As a slots player, I would like multiple layers of engagement to augment and heighten my core gameplay.

As a monetising player, I would like to gain better in-game prizes to access higher stakes and more excitement during a session.

As a non-monetising player, I would still like to be able to casually participate in events to give more variety of experiences in the app.

Content Launch - Quest Campaign

New slot game launches are critically important for the app. This is an example of a Progression Quest event designed to extend engagement and retention with the new slot machine release. The format strings together a strategic series of events on a road progression over the course of the promotion period, allowing them to build towards a final progression prize.

Event Feature - Wheel Builder

This Wheel feature is one of the recent additions to a suite of products designed to increase spin rate on specific machines and to be as minimally intrusive to the player’s gameplay as possible while still providing an anticipatory feeling to the bonus wheel’s prizes. Below are flows outlining how we streamline the surfacing of a sale package to strategically target anticipated user behaviours.