Andy Russell is the Director of Engineering at Kwalee, one of many main cell sport 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 developed, so did their methods. At this time, they’ve a thriving portfolio of hybrid informal and informal video games with longer lifespans and simpler hybrid monetization. We mentioned why Kwalee selected Balancy to assist development and improve LiveOps for his or her portfolio video games with Andy.
The problem: Constructing a strong LiveOps infrastructure to assist hybrid shift
One of many core challenges for product groups is delivering the content material and experiences that gamers want as rapidly as doable. 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 crucial for attaining efficiency targets.
Nonetheless, the reliance on spreadsheets, hardcoded options, and overloaded developer pipelines slows down prototyping, delays time-to-market, and complicates characteristic iterations. To beat these roadblocks, the Kwalee crew 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 sooner supply and smoother workflows.
Kwalee’s strategic shift to hybrid monetisation additionally demanded superior LiveOps instruments to raised phase gamers and personalise their monetisation journeys. With out this focused method, the crew risjed lacking vital income alternatives. The Balancy’s LiveOps Suite grew to become key solutin, making it simple to launch new sport occasions and in-game store affords 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 crew 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 crew offered all the required tech assist and coaching alongside the way in which.
Managing customized sport settings with Balancy’s Content material Administration System (CMS)
After the combination was full, the Kwalee crew gained entry to a variety of LiveOps instruments. These embody a content material administration system (CMS) for creating and deploying customized sport settings, in addition to options for managing particular affords, occasions, segmentation and A/B testing.
In collaboration with Kwalee, Balancy has launched a must have characteristic for groups that actively work with LiveOps – branches. This enables groups to create separate variations (branches) of a challenge to develop new options, take a look at modifications or repair bugs with out affecting the dwell sport. As soon as a characteristic is full and examined, the department might be merged again into the principle challenge, guaranteeing the principle model stays secure whereas new improvement continues. Balancy is currenlty the one LiveOps platform providing this important software.
Branches characteristic in Balancy
One other highly effective characteristic utilized by Kwalee is packages. In Balancy, any characteristic or configuration might be saved as a bundle and reused in the identical or different tasks. This protects time for publishers and builders with a number of video games by permitting them to rapidly replicate profitable options – like particular affords, store templates, battle passes or advert setups – into new video games with just some clicks. The one step left is to fill within the template with sources and values which might be related to the brand new challenge.
The outcomes: Personalised experiences enhance ARPDAU whereas the crew saves improvement time
One standout instance is Dream Construct Solitaire, which just lately transitioned its LiveOps platform to Balancy. Given the challenge’s complexity, the crew leveraged Balancy’s superior segmentation and overrides to design dwell occasions and affords tailor-made to every participant’s behaviour.
This method ensures that:
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New gamers are’nt overwhlmed by irrelevant affords or pop-ups.
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Advert-focused gamers (IAA customers) take pleasure in uninterrupted gameplay with out pointless store promotions.
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Buying gamers (IAP customers) obtain extremely curated store offers on the moments they worth most.
Listed below are the superb outcomes that the crew achieved over a three-month interval:
This meticulous appriach has not solely improved the sport’s core metrics but additionally elevated the participant’s general enjoyment – a mirrored image of Kwalee’s player-first philosophy. As Andy places it, “It isn’t nearly maximising matrics; it is about making essentially the most enjoyable video games for the world’s gamers”. That is what helps the Kwalee crew proceed creating video games loved by hundreds of thousands of gamers all through greater than a decade.
