How do you build durable mobile franchises? (Casual Connect Asia 2014)

Kabam is the big-time studio behind huge mobile franchises like Kingdoms of Camelot and The Hobbit. One of its senior producers, Weiwei Geng, spoke in detail at Casual Connect Asia 2014 about how mobile game developers can create long-lasting mobile franchises.

Geng likened the four main points of what makes a mobile franchise durable to the legs of a chair; you can get by with three legs, but no less.

Leg #1: new content releases

Geng believes that games not only need a constant flow of new content to keep players interested, but the content must be released with proper timing. If players are not ready for new content, it could actually work against you.

Great content to release includes expansion packs, and evergreen systems that add high replayability value to your games, like mini-games.

Leg #2: stable and evolving technology

It’s important for your game to be stable and bug-free. Server maintenance needs to be executed with caution, and data security is of the utmost importance.

(See: Kabam Launches $50 Million Fund to Bring Japanese Games to the West)

Geng also says that your game must adapt to evolving technologies, like operating system version upgrades, and that it’s important to maintain compatibility across all the various devices as well.

Leg #3: fun and engaging live operations

Are you holding constant promotions for your fanbase? Geng was adamant about how important this is for game longevity, citing promotional events for Kabam’s The Hobbit game during the real life rarely-celebrated Hobbit month.

Promotions and sales are also paramount to keeping players in for the long haul.