Andy Russell is the Director of Engineering at Kwalee, one of many main cellular 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 business developed, so did their methods. Immediately, 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 help progress and improve LiveOps for his or her portfolio video games with Andy.

The problem: Constructing a strong 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 potential. 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 development fades. Timing is important for reaching 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 answer 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 monetisation additionally demanded superior LiveOps instruments to higher phase gamers and personalise their monetisation journeys. With out this focused strategy, the crew risjed lacking important income alternatives. The Balancy’s LiveOps Suite turned key solutin, making it straightforward to launch new sport 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 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 supplied all the required tech help 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 provides, occasions, segmentation and A/B testing. 

In collaboration with Kwalee, Balancy has launched essential characteristic for groups that actively work with LiveOps – branches. This enables groups to create separate variations (branches) of a venture to develop new options, take a look at adjustments or repair bugs with out affecting the stay sport. As soon as a characteristic is full and examined, the department might be merged again into the primary venture, guaranteeing the primary model stays secure whereas new improvement continues. Balancy is currenlty the one LiveOps platform providing this important instrument. 

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 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 just some clicks. The one step left is to fill within the template with sources and values which can be related to the brand new venture. 

The outcomes: Personalised experiences increase 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 venture’s complexity, the crew leveraged Balancy’s superior segmentation and overrides to design stay occasions and provides tailor-made to every participant’s behaviour. 

This strategy ensures that:

• New gamers are’nt overwhlmed by irrelevant provides or pop-ups.

• Advert-focused gamers (IAA customers) get pleasure from 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 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 is not nearly maximising matrics; it is about making probably the most enjoyable video games for the world’s gamers”. That is what helps the Kwalee crew proceed creating video games loved by tens of millions of gamers all through greater than a decade.