Andy Russell is the Director of Engineering at Kwalee, one of many main cellular recreation publishers and builders with over 1 billion downloads. Kwalee was an early and exceptionally profitable adopter of the hypercasual mannequin within the mid-2010s – however because the trade advanced, so did their methods. In the present day, they’ve a thriving portfolio of hybrid informal and informal video games with longer lifespans and more practical hybrid monetization. We mentioned why Kwalee selected Balancy to help progress and improve LiveOps for his or her portfolio video games with Andy.
The problem: Constructing a sturdy LiveOps infrastructure to help hybrid shift
One of many core challenges for product groups is delivering the content material and experiences that gamers want as shortly as attainable. Some options should be delivered in time for a celebration, others intention to enhance key metrics swiftly, and a few should be launched earlier than a pattern fades. Timing is vital for attaining efficiency objectives.
Nevertheless, the reliance on spreadsheets, hardcoded options, and overloaded developer pipelines slows down prototyping, delays time-to-market, and complicates function iterations. To beat these roadblocks, the Kwalee workforce determined to make use of Balancy’s content material administration system (CMS). This resolution introduces a unified but versatile admin panel that streamlines collaboration between product and engineering groups, enabling quicker supply and smoother workflows.
Kwalee’s strategic shift to hybrid monetization additionally demanded superior LiveOps instruments to raised phase gamers and personalize their monetisation journeys. With out this focused method, the workforce risked lacking important income alternatives. The Balancy’s LiveOps suite turned a key resolution, making it simple to launch new recreation occasions and in-game store provides and to tailor them to particular person gamers.
The answer: Seamless integration and distinctive options for publishers
Balancy has seamlessly built-in into Kwalee’s LiveOps ecosystem, enabling the workforce to ship smarter, extra personalised gameplay experiences throughout their portfolio. The mixing was an easy process of integrating a light-weight SDK into video games. The Balancy workforce supplied all the required tech help and coaching alongside the way in which.
Managing customized recreation settings with Balancy’s Content material Administration System (CMS)
After the mixing was full, the Kwalee workforce gained entry to a variety of LiveOps instruments. These embody a content material administration system (CMS) for creating and deploying customized recreation settings, in addition to options for managing particular provides, occasions, segmentation, and A/B testing.
In collaboration with Kwalee, Balancy has launched a must have function for groups that actively work with LiveOps – branches. This enables groups to create separate variations (branches) of a venture to develop new options, check modifications, or repair bugs with out affecting the stay recreation. As soon as a function is full and examined, the department may be merged again into the primary venture, making certain the primary model stays steady whereas new improvement continues. Balancy is presently the one LiveOps platform providing this important device.
Branches function in Balancy
One other highly effective function utilized by Kwalee is packages. In Balancy, any function or configuration may be saved as a package deal and reused in the identical or different initiatives. This protects time for publishers and builders with a number of video games by permitting them to shortly replicate profitable options—like particular provides, store templates, battle passes, or advert setups—into new video games with only a few clicks. The one step left is to fill within the template with assets and values which might be related to the brand new venture.
The outcomes: Personalised experiences increase ARPDAU whereas the workforce saves improvement time
One standout instance is Dream Construct Solitaire, which not too long ago transitioned its LiveOps platform to Balancy. Given the venture’s complexity, the workforce leveraged Balancy’s superior segmentation and overrides to design stay occasions and provides tailor-made to every participant’s behaviour.
This method ensures that:
- New gamers aren’t overwhelmed by irrelevant provides or pop-ups.
- Advert-focused gamers (IAA customers) take pleasure in uninterrupted gameplay with out pointless store promotions.
- Buying gamers (IAP customers) obtain extremely curated store offers on the moments they worth most.
Listed here are the wonderful outcomes that the workforce achieved over a three-month interval:
This meticulous method has not solely improved the sport’s core metrics but additionally elevated the gamers’ general enjoyment—a mirrored image of Kwalee’s player-first philosophy. As Andy places it, “It’s not nearly maximising metrics; it’s about making essentially the most enjoyable video games for the world’s gamers”. That is what helps the Kwalee workforce proceed creating video games loved by thousands and thousands of gamers all through greater than a decade.
