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In today’s rapidly evolving mobile gaming industry, the challenge for publishers goes beyond just launching a game – it’s about sustaining player engagement over the long term.
LiveOps (live operations) has become essential for keeping players invested through regular in-game events, content updates, and dynamic interactions. With 83 percent of games failing within three years and nearly half surviving less than 12 months, sustained LiveOps strategies are critical to extending game life. Only five percent of games receive longer-term support beyond seven years, underscoring the need for continuous updates and fresh content.
In addition, 90 percent of players have expressed a strong appetite for downloadable content, showing the demand for ongoing updates that enhance their gaming experience. Analysis of the top 10 grossing games in 2023 revealed that LiveOps and in app events play a key role in driving revenue, making it clear that LiveOps strategies are crucial for success in the current market.
“No longer is it enough to launch a game and hope for player retention. The industry demands constant engagement…”
Noam Zada Head of Global Mobile Gaming Marketing at TikTok
Maximising Engagement with Seasonal Events and Updates
TikTok’s LiveOps Program is designed to help mobile game publishers sustain engagement and retention through customised support for post-launch activities. The platform has powered over 102 LiveOps campaigns, representing a remarkable nine times growth compared to 2023. The program supports in-game events, seasonal updates, and content refreshes that keep players engaged long after the initial release.
“No longer is it enough to launch a game and hope for player retention. The industry demands constant engagement and TikTok’s Mobile Gaming LiveOps Program delivers the tools and support publishers need to thrive in this environment,” says Noam Zada, Head of Global Mobile Gaming Marketing at TikTok. “By empowering publishers to continuously interact with their player base, TikTok helps foster long-term success.”
TikTok enables publishers to drive engagement during critical LiveOps moments, such as seasonal events and content updates. Seasonal events make up 26 percent of all LiveOps campaigns on TikTok, while new content updates account for another 26 percent. These events and updates have proven vital for driving daily retention and fostering long-term player loyalty, helping publishers build stronger connections with their audience and ensuring long-term success.
Tailored Support for Every LiveOps Campaign
TikTok’s specialised teams offer game publishers tailored guidance to optimise in-game events, real-time interactions, and post-launch content. Whether it’s a significant seasonal event or a smaller in-app update, TikTok works directly with publishers to ensure their LiveOps campaigns are primed for success.
By working closely with TikTok’s dedicated teams, publishers have access to continuous support for campaign optimisation, content creation, and strategy refinement. This partnership ensures that each LiveOps campaign aligns with the game’s objectives and meets the demands of evolving player needs.
“By empowering publishers to continuously interact with their player base, TikTok helps foster long-term success.”
Noam Zada Head of Global Mobile Gaming Marketing at TikTok
In addition, TikTok offers creative solutions such as TikTok One (TTO) and TikTok Creative Exchange (TTCX), empowering publishers to generate high-quality content that resonates with players. These tools help fuel their LiveOps initiatives and maintain high levels of player interaction.
Unlocking Growth Through Strategic Support
TikTok’s approach to LiveOps provides publishers with access to key campaign models and bespoke audience packages. These tools enable publishers to tap into relevant player segments on TikTok, expanding their game’s presence within the platform’s creative ecosystem. This comprehensive support, including backend assistance for optimising campaign strategies, helps publishers ensure their LiveOps initiatives are fully optimised for maximum engagement.
Looking Ahead: The Future of LiveOps on TikTok
As the mobile gaming landscape continues to evolve, LiveOps strategies will become even more critical for sustaining player engagement and driving revenue. TikTok’s LiveOps program provides publishers with the tools, support, and creative opportunities needed to keep players returning to their games well beyond the initial launch.
TikTok’s ability to drive ongoing engagement, fuel real-time player interactions, and foster a strong sense of community positions the platform as a key partner for any publisher looking to enhance their LiveOps efforts.
