Stay informed
Receive industry news in your inbox…
Sign up today
In today’s rapidly evolving mobile gaming industry, the challenge for publishers goes beyond just launching a game: it’s about maintaining player engagement over the long term.
LiveOps (live operations) has become essential to keeping players engaged through regular in-game events, content updates and dynamic interactions. With 83 percent of games failing within three years and almost half surviving less than 12 months, sustainable LiveOps strategies are critical to extending the life of games. Only five percent of games receive longer-term support after seven years, underscoring the need for constant updates and new content.
Additionally, 90 percent of players have expressed a strong need for downloadable content, demonstrating the demand for continuous updates that improve their gaming experience. Analysis of the ten most profitable games in 2023 shows that LiveOps and in-app events play a key role in monetization, making it clear that LiveOps strategies are crucial for success in today’s market.
“It is no longer enough to launch a game and hope for player retention. The industry requires constant involvement…”
Noam Zada Head of global mobile gaming marketing at TikTok
Maximize engagement with seasonal events and updates
TikTok’s LiveOps program is designed to help mobile game publishers maintain engagement and retention through customized support for post-launch activities. The platform has powered more than 102 LiveOps campaigns, representing a remarkable ninefold growth compared to 2023. The program supports in-game events, seasonal updates and content refreshes that keep players engaged long after the initial release.
“It is no longer enough to launch a game and hope for player retention. The industry requires constant engagement and TikTok’s Mobile Gaming LiveOps program provides the tools and support publishers need to thrive in this environment,” said Noam Zada, Head of Global Mobile Gaming. Marketing at TikTok. “By allowing publishers to continuously interact with their player base, TikTok helps drive long-term success.”
With TikTok, publishers can 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 to be essential for boosting daily retention and fostering long-term player loyalty, helping publishers build stronger connections with their audiences and ensure long-term success.
Custom support for every LiveOps campaign
TikTok’s specialized teams provide game publishers with tailored guidance to optimize in-game events, real-time interactions and post-launch content. Whether it’s a major seasonal event or a smaller in-app update, TikTok works directly with publishers to ensure their LiveOps campaigns are set up for success.
By working closely with TikTok’s dedicated teams, publishers have access to ongoing support for campaign optimization, content creation and strategy refinement. This collaboration ensures that each LiveOps campaign aligns with the game’s objectives and meets the demands of players’ evolving needs.
“By allowing publishers to continuously interact with their player base, TikTok helps drive 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), allowing 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 gives publishers access to key campaign models and customized audience packages. These tools allow 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 support for optimizing campaign strategies, helps publishers ensure their LiveOps initiatives are fully optimized 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 important for maintaining player engagement and generating revenue. TikTok’s LiveOps program provides publishers with the tools, support and creative capabilities needed to keep players returning to their games long after the initial launch.
TikTok’s ability to drive continuous engagement, drive 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.
