Live Service Marketing Volume

What’s it like to run a highly successful live service mobile game from the marketing viewpoint? Back in 2019 I was fortunate enough to be running a team that was growing the most successful mobile RPG of that year, Marvel Strike Force. 

Here is a snapshot case study of just three weeks of work as we geared up to support the in game and out of game promos coinciding with the theatrical release of the movie Dark Phoenix. 

From 5/21/19 – 6/7/19 (the movie opening) our team executed no less than 200 marketing tactical elements. Supporting the live ops team and in game store elements we were tasked with not only maximizing UA but with maximizing in game item sales of new characters being added to the game. 

This began months ahead of the actual execution where marketing and development worked together to understand and agree on all campaign elements, what new features the game was rolling out and what new characters were going to be featured. This required deep integration between many executional teams on both the marketing and development side. 

Since this was an Xmen campaign the dev team wanted to add fan favorite Colossus into the game as well as film stars Psylock and Dark Phoenix herself. Even with a less than stellar movie opening we achieved the highest ever (to that point) per character sales revenue for these new Heros. For a time Colossus was grossing near $5K per minute!

Highly functional live ops driven marketing takes a decidedly skilled team and complete integration with and trust from the development team to be successful and this certainly was the case at FoxNext.

 
#LiveOps #MobileMarketing