01 · Live ops
Live-ops tooling
Live-ops tooling for a top-20 mobile games studio, on a game played by millions. It automates the workflow behind events, sales, patch notes and post-launch readouts. The design layer decides what to ship. It simulates the game's economy, calibrates difficulty and values each event on net lifetime value. The ship layer versions the config, targets player segments and runs the A/B test. Governance gates sit between the two, and the results of each event go into planning the next one.
It optimizes for net lifetime value, meaning retention plus spend players can sustain, and never for one event's revenue. The gates reject any design that buys a revenue spike by burning through the player base.
Their creative team spends its quarters on design instead of scheduling.
It runs on their keys in their own stack, and their team operates it without us. Reference on request.
490automated tests, and an adversarial review whose confirmed critical and high findings were all fixed
- Design
- Approve
- Version
- Promote
- Target
- Measure
- An event designer on about 20 deterministic skills in four groups: authoring, simulation, monetization and governance
- Simulation runs against 25 player baselines, five stages of the game by five spend tiers, from free players to top-spending whales. Every surface uses the same player population
- Five event archetypes share one simulation spine. Adding a surface is one function
- Backtested against shipped events and real history, with per-field provenance on every number. Its value model ranks events in close to the order their revenue lift came in, a rank correlation of 0.77
- Governance gates for standing rules, economy balance and design review, through a propose, predict, gate, approve and apply control plane. Economy gates report their coverage: what ran, and what lacked inputs to run
- A multi-tenant ship layer: config bundles that draft, stage, promote, and roll back or kill at any time, with per-player segment targeting and sticky A/B variants
- Workflows in versioned YAML for event design, launch, operations, postmortems and patch notes
- Replaced a language model's guess at player strength, which was off by 30 to 100 times, with measured player data
- Wired into the studio's stack: Notion, Slack, Firebase Remote Config, BigQuery. Bring-your-own-token with a compliance smoke test, and tiered model routing across OpenAI and Anthropic
02 · Production hubs
Studio operating hub
The app a live game's production team runs its week from. It holds the roadmap, three backlogs that publish straight to the code repository, research questions, design review, the events console and the event designer, next to the acquisition, retention and monetization views.
23views in one hub, from the roadmap to economy health
- Roadmap
- Backlog
- Review
- Events
- Readout
- 23 views in four groups: overview, acquisition, retention and monetization
- The roadmap as a ledger, a dependency graph or a timeline
- An analysis index catalogs every warehouse query with its result, so a question gets answered once
- Freshness gates on the data views, so a stale number shows as stale
- For a second studio, a client-facing operating view: the roadmap, a spec library, an issue register and the decisions waiting on the studio
- For a third, a team workspace with a figure register, graded findings and an AI terminal that answers questions over the whole document set. 40 build checks, 37 of them on every build
04 · Growth and UA · Marketing OS
Paid growth loop
We built Marketing OS as our own growth platform for mobile-game studios. Its paid side runs the loop from soft launch to scale: plan the launch, buy across the major ad networks, pace the spend, attribute the installs and measure what the spend caused.
6ad networks from one flow
- Plan
- Buy
- Pace
- Attribute
- Measure
- Campaigns on Meta, TikTok, Google, Unity, AppLovin and ironSource from one flow, with spend pacing and an automatic pause
- Soft-launch plans with KPI gates
- Mobile attribution built for the post-ATT world, alongside the major MMPs
- Lift tests and media-mix modeling for incrementality
- Retention, creator and community modules on the same platform
05 · Content creation · Marketing OS
Content pipeline
The organic side of the same platform. Posts, images, video and playable ads from a brief, graded against a rubric and approved by a person before they publish.
15publishing destinations
- Brief
- Generate
- Grade
- Approve
- Publish
- Brand, audience and platform knowledge loaded from a skill graph for each task
- Drafts graded against a rubric and rewritten with the grader's notes
- A person approves before anything from the pipeline publishes
- Image, video, carousel and playable-ad generation
- Publishing to 15 destinations, from X, LinkedIn and Instagram to Discord, Reddit and both app stores