EA Reveals Key Principles for Keeping Service Games Fresh and Engaging

When it comes to updating and expanding live service games, there are many factors to consider, but the most crucial aspect is understanding what resonates with players. According to Arjun Balaram, Electronic Arts' Head of Operations, there are three essential lenses through which every update should be evaluated: the player, the team, and the process. The player-centric approach focuses on how new content will encourage players to continue engaging with the game. The team-oriented perspective ensures that the development team is informed about the goals and business context of each update. The process-driven view emphasizes the need for efficient creation of each addition. Balaram emphasized the importance of flexibility in game development, citing the example of Bejeweled Blitz. The game's development team spent months creating a new feature called 'Encore,' which allowed players to boost their score by spending coins. However, focus groups revealed that players were not interested in the other features presented alongside the score boost. As a result, the team redesigned the feature to prioritize the score boost, which led to improved player engagement. Another example is Plants vs Zombies 2, where the development team initially planned to release new content every two to three months. However, after analyzing player feedback, they shifted their focus to creating premium plants, which players could purchase for $5. This approach proved successful, as players enjoyed the new plants and the associated quests and events. Regular updates and notifications can help maintain player engagement, making live service games a part of players' regular routines. This can be achieved through mid-term updates, such as two to three-month expansions, or daily updates, like the timer feature in Plants vs Zombies 2, which notified players of upcoming daily quests. Balaram stressed that live service games should be designed with expandability in mind from the outset, but the strategy should adapt to how players engage with the expansions. Players are primarily concerned with three key aspects: how often they are engaged, how much new content is provided, and how it is delivered. While developers may be tempted to share details about their development process, players are more interested in experiencing new and interesting content. Ultimately, Balaram urged game developers to prioritize player feedback and adapt their strategies accordingly, as the success of a game is determined by player satisfaction.