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|Session Name:||Service Design: Lessons Learned from Running 24/7 Game Services|
|Company Name(s):||Electronic Arts|
|Track / Format:||Business, Marketing & Management|
|Overview:||Aaron Loeb, VP & group GM at EA Mobile on titles such as The Simpsons: Tapped Out, argues that service must be as intentionally designed as games. Loeb calls on real examples from EA games, such as The Simpsons and The Sims Freeplay, to illustrate that running a 24/7 live service requires hard and consistent choice architecture - not just for your players, but for developers. Just as in game design, it is often what we choose not to do that will define our success. Key lesson learned: the current (and much discussed) tension in freemium game services between "creative" and "business," is a false dilemma. Creating long-term engagements with your players through quality and fun - even at the cost of short-term revenue - can probably lead to greater success. The "optimize everything" path does not necessarily lead to the best business results.|