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Keeping Your Free-to-Play Game Fresh Through Live Operations

Veronique Lallier (VP Global Marketing, Hi-Rez Studios)

Location: Room 2006, West Hall

Date: Thursday, March 21

Time: 3:00pm - 3:30pm

Pass Type: All Access, GDC Conference + Summits, GDC Conference - Get your pass now!

Topic: Business & Marketing

Format: Session

Vault Recording: Video

Hi-Rez Studios is a free-to-play, competitive-multiplayer games publisher. As their head of the global marketing, Veronique's role is to increase and retain players. To monetize both audiences in an effective, fair way, through analysis of game data and listening to player feedback.

Live operations is a key tool in achieving player acquisition and retention and refers to the in-game content delivered to consumers to enhance their play experience. By looking at concrete examples of content implemented in Hi-Rez games, Veronique will share both the process behind these mechanics and the accumulated learnings, while clearly Illustrating what has and hasn't been effective with the audience along with recommendations for live-ops strategies and tactics.


Attendees will walk away with a clear understanding of the strategic role live operations has for f2p games, tangible examples of the ability of live operations to increase player acquisition and retention to extend a games life cycle, tactical recommendations of how to create plans for and implement live ops from the ground up, and finally guidance on effectively analyzing player data and feedback and applying this to live operations.

Intended Audience

This session will be accessible and insightful for developers and publishers of all levels, and those interested in understanding the business of games-as-a-service.