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Deconstructor of Fun
253. TikTok's LiveOps Enchantment
Nov 21, 2024
Sezer Degirmenbasi, TikTok's Head of EMEA for mobile gaming, and John Wright from Kwalee share their expertise in LiveOps. They discuss the importance of Q5 for maximizing user engagement during the holiday season. Learn how TikTok's innovative LiveOps tools can extend game lifecycles and boost revenue. The conversation dives into creative marketing strategies, revitalizing older games, and the significance of culturalization in gaming. Key metrics for measuring success in LiveOps are also revealed, providing invaluable insights for developers.
55:22
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Quick takeaways
- Q5, the period post-Christmas, presents a unique opportunity for mobile game marketers to capitalize on increased user engagement at lower costs.
- TikTok's LiveOps program aids developers in enhancing user retention and monetization through tailored strategies and real-time support, ultimately promoting longer game lifecycles.
Deep dives
Understanding Q5 as a Growth Window
Q5 refers to the period after Christmas until mid-January, recognized as a key growth opportunity for mobile gaming. During this time, many users are on holiday, resulting in increased mobile phone usage and engagement with gaming content. Advertisers often pull back during this period, leading to reduced costs per mille (CPMs), making it an advantageous time for game publishers to attract users at lower costs. This period is further characterized by a rise in disposable income as people may have received monetary gifts, allowing for greater expenditure in mobile games.
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