Naavik Gaming Podcast The State of Publishing and Live Ops
Apr 22, 2025
Crystin Cox, Head of Publishing at ArenaNet and a 20-year veteran in the gaming industry, shares invaluable insights on live-ops and player engagement. She discusses her journey from film to gaming and the evolution of monetization strategies, emphasizing player satisfaction. The conversation delves into the transformation of publishing from physical to digital, navigating funding options, and the critical role of player feedback. Crystin highlights how cultural differences shape gaming experiences and the continuous shift in player tastes.
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Crystin Cox's Career Journey
- Crystin Cox transitioned from film and TV into gaming as a tester and quickly moved into production and design roles.
- She worked at Nexon leading global MapleStory live ops and later on Guild Wars 2 before returning to ArenaNet as head of publishing.
Always-On Worlds Drive Engagement
- The rise of broadband internet and always-online setups enabled persistent virtual worlds that players can enter anytime.
- This persistent, social environment created a powerful player engagement model that has influenced almost every mainstream AAA game.
Avoid Negative Monetization Triggers
- Never ask an angry player for money to avoid negative associations and long-term churn.
- Avoid creating slot machine-style random box loops to prevent harmful binge spending spirals.