Live-Ops drive significant revenue growth for Angry Birds Dream Blast in 2022
Updates to the Season Pass
The monthly revenue of Angry Birds Dream Blast by Rovio increased by USD 2.3 million (60%) between May-December 2022, following the successful updates made in the game’s Live-Ops. The most significant change made was related to the Season Pass.
Players previously earned Season Pass points only by completing levels, but now they can also receive points as rewards for game event achievements. They can also purchase Season Pass points in Stella’s store using a special currency earned from main level completion, promoting involvement in all events and uniting players of diverse interests through the common goal of the Season Pass.
In the game, the player earns Season Pass points for their actions. These points serve as a constant reminder of the ongoing event and incentivize increased engagement to progress as far as possible in the Season Pass and reap the rewards. Additionally, the player can receive Season Pass points through offers.
New Tournament Event
Rovio achieved another successful update in December with the launch of a new tournament event in the game, resulting in a +28% WoW revenue growth with no download change. The tournament rewards players with points earned from creating bonuses in levels, which can be submitted to the leaderboard for prizes. However, if a player fails a level, any unsaved points are lost, motivating many to spend money to protect their progress and drive tournament revenue up.
Tournament events have been a proven success. In December 2022, Angry Birds Dream Blast held nine tournament events, likely contributing to its success with a current revenue per download of over $12 in the US, comparable to top games like Homescapes. The average number of tournament events in competitor games is only around 3.
Examples of unique events and successful UA campaigns
In August 2022, Rovio introduced a new event that rewarded players for playing one endless level for as long as possible, a mechanic previously unseen in the top 50 Matching Puzzle games. The event and subsequent UA campaign resulted in a significant increase in the game’s revenue.
In October 2022, Rovio saw a +20% WoW increase in downloads after launching a new event with a unique reward of a Youtube Premium subscription, followed by a successful UA campaign. To win the prize, a player must clear five levels and receive a unique avatar and a promotional code for a free 2-month Youtube Premium subscription, which can be redeemed or gifted. This event highlights the trend of brand placement as a new form of monetization in games.
Learn how to build a successful Live-Ops strategy
Studying Live-Ops and updates in top games can enhance the performance of any game. The examples presented here demonstrate that minor Live-Ops changes and additions can lead to substantial revenue growth.
