Live Ops and UA: Syncing Events with Acquisition

We launched a massive anniversary event—new content, special rewards, limited-time mechanics. Our existing players loved it. But we didn't increase UA during the event. By the time we realized the opportunity, it was over. Now we coordinate every major live ops event with a UA surge. New users arrive to a game that's never been more exciting.

Why Live Ops Matters for UA

Events create the best version of your game:

• More content available
• Better rewards for new players
• Active community engagement
• Monetization opportunities
• Natural excitement and urgency

Types of UA-Worthy Events

Major Events

• Anniversary celebrations: Game milestones, generous rewards
• Seasonal events: Holiday themes, special content
• Collaborations: IP crossovers, celebrity partnerships
• Major updates: New features, gameplay expansion

Regular Events

• Weekly tournaments
• Login bonuses
• Limited-time modes
• Sale periods

Coordinating UA with Live Ops

Timeline Planning

• 4 weeks before: Align UA and live ops calendars
• 2 weeks before: Create event-specific creative
• 1 week before: Upload creative, prepare campaigns
• Event start: Surge UA spend
• Mid-event: Optimize based on performance
• Event end: Scale back, analyze results

Event Creative Strategy

Show the Event

• Event-specific visuals and themes
• Highlight limited-time rewards
• Create urgency with countdown
• Feature new content or characters

Creative Timing

• Launch event creative at event start
• Swap out old creative immediately
• Remove event creative when event ends
• Don't mislead with expired events

Measuring Event UA Performance

• Event cohort LTV: Users acquired during event vs normal
• Event participation rate: Do new users engage with event?
• CPI during events: Usually lower due to better CVR
• Post-event retention: Do they stay after event ends?