LiveOps Engine is a platform that helps Game Studios design, execute, and optimize
real-time engagement campaigns based on player data.
⚡
Real-time Engagement
Trigger campaigns based on player behavior in real-time
🎯
Precision Targeting
Segment players using RFM model and behavioral data
🔄
Automated Journeys
Build automated user journeys with visual DAG builder
🎯
Mission
"Grow team's mission is to empower marketers and product operators with a
data-driven and intuitive growth tool that enables creation of highly targeted
and personalized campaigns across multiple channels, driving user engagement,
retention, and revenue."
72
Games Onboarded
1,188
Campaigns
1.46B
Messages Sent
6
Channels
System Architecture
Microservices architecture with Temporal workflow engine
📊 Swimlane Architecture Diagram
Data processing flow from game to GS
External Systems
🎮
Game Systems
Events & Actions
→
📊
CDP / GDS
User Data
→
📢
Ad Channels
Meta, Google, TikTok
Event Layer
📨
Kafka
Event Stream
→
⚙️
Event Service
Transform & Route
Intelligence Layer
👥
Segmentation
Live & Past
→
📈
RFM Engine
User Scoring
→
🎯
Rule Engine
Conditions
→
Q4 2026
🤖
ML/AI Engine
Predictions
Orchestration Layer
⚡
Trigger Engine
Event Evaluation
→
🔄
Temporal
Workflow Engine
→
🗺️
Journey Service
DAG Execution
Delivery Layer
🔔
Notification
Push, SMS, Email
→
🎁
Promotion
Rewards & Missions
→
💬
In-App Msg
H5 & Banner
User Interface
🖥️
Nexus Portal
Campaign Management
→
📊
Analytics
Reports & Insights
🔄 Data Flow Workflow
Steps to process a campaign from start to finish
1
Event Capture
game → kafka
Game sends events via Kafka (login, purchase, level-up...)
2
Event Processing
kafka → event-svc
Transform and enrich data with user context
3
Trigger Evaluation
event-svc → tee
Check journey conditions (e.g., first_pay = true)
4
Segment Check
tee → segment
Determine which segment user belongs to (VIP, churning, new...)
5
Workflow Execution
tee → temporal
Temporal initializes workflow with retry & state persistence
6
DAG Traversal
temporal → journey
Execute each node in journey DAG (conditions, actions)
Can apply limited event types, templates and conditions.
~25 Games
L2
Level 2
Advanced LiveOps
Can apply more features and better personalization.
~30 Games
L3
Level 3
Full LiveOps
Can apply all features and full automation.
~17 Games
📋 Requirements & Conditions by Level
L1Basic LiveOps
🔧 Technical
• SDK v1.x
• 5-10 events tracking
• Push enabled
📊 Resource
• Low priority
• Self-service templates
• SLA 48h
✨ Benefits
✓ Scheduled push
✓ Basic segments
✓ 5 promo templates
L2Advanced LiveOps
🔧 Technical
• SDK v2.x
• 15-30 events
• In-app messaging ready
• Deep linking
📊 Resource
• Medium priority
• Dedicated templates
• SLA 24h
✨ Benefits
✓ All L1 + In-app
✓ RFM segments
✓ 15 promo templates
✓ A/B testing
L3Full LiveOps
🔧 Technical
• SDK v3.x (latest)
• 50+ events
• Real-time triggers
• CDP integration
📊 Resource
• High priority
• Custom development
• SLA 4h
• Dedicated PM
✨ Benefits
✓ All L2 + Journey
✓ Full automation
✓ 24 promo templates
✓ ML/AI (Q4 2026)
📊 Overview Comparison
Criteria
L1
L2
L3
Event Types
5-10
15-30
50+
Promo Templates
5
15
24
Channels
Push
Push+In-app
All 6
Automation
—
Scheduled
Journey
SLA Response
48h
24h
4h
⚡ Capabilities by Level
✓ = Available | — = Not available
🔔 Push
L1L2L3
Scheduled
✓✓✓
Recurring
—✓✓
Event-triggered
——✓
💬 In-App
—L2L3
H5 Webview
—✓✓
App Inbox
—✓✓
Real-time
——✓
👥 Segments
L1L2L3
Basic (AND)
✓✓✓
RFM
—✓✓
Live Segments
——✓
🎁 Promo
L1L2L3
5 Templates
✓✓✓
15 Templates
—✓✓
24 Templates
——✓
🔄 Journey
——L3
Visual DAG
——✓
Auto-triggers
——✓
Multi-step
——✓
🤖 ML/AI
——*
🚀 Q4 2026
Filter:
L3Full LiveOps(17 games)
PUBG Mobile
LoL
Wild Rift
VALORANT
TFT
Play Together
L2Advanced LiveOps(30 games)
CF Legends
VLTK 2.0
VLTK 1 Mobile
Sword World
VLTK Mobile
3 Kingdoms
L1Basic LiveOps(25 games)
Roblox VN
MU Origin
Gunny Mobi
📊 Portfolio Summary
72
Total Games
25
Level 1
30
Level 2
17
Level 3
Q1 2026 Progress
Current quarter objectives and key results
LOE-KR1ON-GOING
In-app Communications
Enable GS to reach targeted segments through In-app
Progress40%
BUX-KR1DISCOVERY
Better User Experience
Enhance LiveOps experience based on UX research
Progress20%
AAA-KR1DISCOVERY
SEA Infrastructure
Singapore compliant infrastructure
Progress20%
AAA-KR2NOT STARTED
SMS Delivery SEA
MVAS-compliant SMS for SEA markets
Progress0%
GCF-KR1DISCOVERY
Segment Stability
Migrate CDP Clickhouse v1 → v2
Progress20%
🎯 Key Focus
✓In-app Messaging for NTH, PTG, LAN
✓SEA compliant infrastructure
✓CDP Clickhouse migration
✓UX improvements based on research
⚠️ Blockers & Risks
!SDK integration timeline with Game Studios
!MVAS compliance requirements
!Data migration complexity
!Multi-market regulation differences
Key Metrics
Platform performance and business impact
📢+116%
1,188
Campaigns Delivered
Target: 550
🎮+20%
72
Games Onboarded
Target: 60
💬97%
1.46B
Messages Sent
Target: 1.5B
👥+14%
285
Segments Created
Target: 250
📱+50%
6
Channels Available
Target: 4
🎁+20%
24
Promo Templates
Target: 20
1,188
Campaigns Delivered
Exceeded 116% of initial KPI (550 campaigns)
📊 Channel Distribution
Push Notification253 campaigns
Meta Ads67 campaigns
Google Ads66 campaigns
WebShop42 campaigns
TikTok Ads34 campaigns
SMS24 campaigns
Product Roadmap
LiveOps Engine development roadmap
Q4 2025
Completed
✓RFM Segment MVP ✅
✓Push Tracking ✅
✓Nexus Integration ✅
Q1 2026
Current
→In-app Messaging
→SEA Infrastructure
→CDP Migration
Q2 2026
○Journey Builder GA
○Advanced Analytics
○Multi-market Launch
Q3 2026
○Cross-game Insights
○Self-service Portal
○Advanced Personalization
Q4 2026
🤖 AI/ML
○ML/AI Engine Integration
○Churn Prediction Model
○Next Best Action Recommendations
○Optimal Send Time Optimization
🌟 2026 Vision
Become the comprehensive LiveOps platform for VNGGames,
supporting 100% game titles with automation, personalization
and cross-game insights powered by AI/ML.
📚 Data Sources
Information sources used in this presentation
1
Apollo System Architecture 01/2025
System architecture documentation, subsystems (Portal, Event, Segmentation, Notification, Promotion, Broadcast), tech stack and challenges
🎯 LiveOps KPI — Business Outcome (BO) Contribution Framework
Business Outcome (BO) is a LiveOps execution funnel owned by Game Studio (GS) / Biz Ops.
GPP-TRIO contributes by owning Opportunity
(platform capability + reliability + automation) to enable faster, safer operations.
📋 Direction → Guide → Validate📊 BO Funnel: Reach → Join → Complete🤝 Shared Measurement
Owner: Biz Ops (GS)
Contributor: GPP-TRIO
Weight: Low (10%)
1. Business Outcome (BO) Funnel — 3 Levels
BO-L1
📡 REACH
# users reached
BO-L2
🚀 JOIN
# users join
BO-L3
✅ COMPLETE
# users complete
📡L1: REACH
🔵 Opportunity (GPP-TRIO)
•Multi-channel coverage
•Delivery reliability & success rate
•Low latency delivery
•Audience targeting accuracy
🟠 Conversion (GS/Biz Ops)
•Segment selection strategy
•Timing & frequency optimization
•Message content & creative
🚀L2: JOIN
🔵 Opportunity (GPP-TRIO)
•Segment library & templates
•Fast campaign setup & preview
•Guardrails & validation rules
•Deep linking & entry points
🟠 Conversion (GS/Biz Ops)
•Program design & incentives
•Offer attractiveness & value
•Landing page UX
✅L3: COMPLETE
🔵 Opportunity (GPP-TRIO)
•Journey orchestration & automation
•Trigger-based reminders
•A/B testing & experimentation
•Progress tracking system
🟠 Conversion (GS/Biz Ops)
•Quest/mission difficulty
•Reward tier optimization
•Duration & pacing strategy
💡 Business Outcome (BO) is not a "dev revenue KPI".
BO is the downstream outcome used to confirm that Enablement & Core (EC) and Adoption & Utilization (AU)
are truly enabling business execution. BO ownership inherently belongs to GS (15:85 ratio).
Debug Rule: When BO underperforms, first identify whether
Opportunity (platform enablement) or
Conversion (operations/design) is the bottleneck — then take action accordingly.
Opportunity (GPP-TRIO led)
Conversion (GS/Biz Ops led)
Shared Measurement
3. Way of Working — Collaboration Loop
🎯
Joint Direction
Quarterly
→
📋
Co-planning
Monthly
→
🔧
Build / Improve
Bi-Weekly
→
▶️
Operate
GS / Biz Ops
→
📊
Measure
Shared
→
📚
Learn
Post-mortem
↩️
4. RACI Matrix
Phase
Accountable (A)
Responsible (R)
Consulted (C)
Informed (I)
🎯 Direction / BO Theme
GS Leader
Biz Ops
GPP-TRIO Plus
GDS-DAStakeholders
🔧 Capability Roadmap (EC/AU)
GPP-TRIO Plus
GPP-TRIO Plus
Biz Ops
GS Leader
▶️ Execution (BO Actual)
Biz Ops Lead
Biz Ops
GPP-Product Dev
GPP-Product DevGDS-DA
📚 Learning & Playbook
Shared
Biz Ops + GPP-TRIO
GDS-DA
GS Leader
📝 Notes:GPP-TRIO Plus = GPP-TRIO + Domain/Product Lead •
GPP-Product Dev = Product development team •
GDS-DA = Game Data Service - Data Analytics
🎯 One-line Closure
GPP-TRIO does not own BO numbers — they own the system leverage
that makes Business Outcomes achievable and repeatable.
