2nd/10_Wiki/Topics/Game_Design/Live Operations (LiveOps).md

---
id: wiki-2026-0508-live-operations-liveops
title: Live Operations (LiveOps)
category: 10_Wiki/Topics
status: verified
canonical_id: self
aliases: [LiveOps, Live Service Operations, 라이브옵스]
duplicate_of: none
source_trust_level: A
confidence_score: 0.9
verification_status: applied
tags: [liveops, operations, f2p, monetization, retention]
raw_sources: []
last_reinforced: 2026-05-10
github_commit: pending
tech_stack:
  language: typescript
  framework: node
---

# Live Operations (LiveOps)

## 매 한 줄
> **"매 game 의 매 launch ≠ ship — 매 ongoing service 의 매 continuous content + event + balance"**. 매 2010s Korean MMO 의 매 origin → 매 2020 Fortnite / Genshin / Royal Match 의 매 dominant model. 매 calendar + segment + offer + content 의 매 4-rail orchestration.

## 매 핵심

### 매 4 rail
- **Calendar**: 매 daily / weekly / monthly cadence + season pulse.
- **Content**: 매 chapter / event / collab drop.
- **Economy**: 매 sink / source / sale / 매 inflation control.
- **Communication**: 매 patch note / community / push notification.

### 매 KPI
- **DAU / WAU / MAU**.
- **D1 / D7 / D30 retention**.
- **ARPDAU + LTV**.
- **Event participation rate**.

### 매 응용
1. Genshin Impact (41-day banner cycle).
2. Royal Match (daily-event empire).
3. Fortnite (chapter-season pulse).
4. Clash Royale (deck-rotation balance).

## 💻 패턴

### Event scheduler
```typescript
interface LiveEvent {
  id: string;
  startUtc: string;
  endUtc: string;
  segments: string[];
  rewardTable: Reward[];
}

function activeEvents(now: Date, all: LiveEvent[], userSeg: string): LiveEvent[] {
  return all.filter(e =>
    new Date(e.startUtc) <= now &&
    new Date(e.endUtc)   >= now &&
    e.segments.includes(userSeg)
  );
}
```

### Segmentation engine
```typescript
type Segment = 'newbie' | 'engaged' | 'whale' | 'churner' | 'returner';

function segmentUser(p: PlayerProfile, now: number): Segment {
  const daysSinceInstall = (now - p.installAt) / 86400_000;
  const daysSincePlay    = (now - p.lastPlayAt) / 86400_000;

  if (daysSincePlay > 7)  return 'churner';
  if (daysSinceInstall < 7) return 'newbie';
  if (p.lifetimeSpend > 500) return 'whale';
  if (daysSincePlay < 1 && p.sessionCount30d > 20) return 'engaged';
  return 'engaged';
}
```

### Dynamic offer engine
```typescript
interface Offer { id: string; priceUsd: number; contents: { id: string; qty: number }[]; expiresAt: number; }

function generateOffer(seg: Segment, ctx: GameContext): Offer | null {
  if (seg === 'newbie' && ctx.justFailedHardLevel)
    return { id:'starter_boost', priceUsd:0.99, contents:[{id:'lives',qty:5}], expiresAt: Date.now()+15*60_000 };
  if (seg === 'whale' && ctx.bannerEndsIn < 12*3600_000)
    return { id:'whale_finisher', priceUsd:99.99, contents:[{id:'gem',qty:8000}], expiresAt: ctx.bannerEnd };
  return null;
}
```

### Hot-config / remote balance
```typescript
interface LiveConfig { version: number; goldRatePerWin: number; bossHp: Record<string,number>; bannerWeights: Record<string,number>; }

let CONFIG: LiveConfig = INITIAL;
async function pollConfig(): Promise<void> {
  const remote = await fetch('https://liveops/cfg').then(r => r.json());
  if (remote.version > CONFIG.version) CONFIG = remote;
}
setInterval(pollConfig, 60_000);
```

### A/B test harness
```typescript
function variant(userId: string, exp: string): 'A' | 'B' {
  const h = hash(userId + exp) % 100;
  return h < 50 ? 'A' : 'B';
}
function logExposure(userId: string, exp: string, v: 'A'|'B'): void {
  analytics.track('exp_exposure', { userId, exp, v, ts: Date.now() });
}
```

### Push-notification scheduler
```typescript
function maybePush(p: PlayerProfile, now: number): PushPayload | null {
  const idle = (now - p.lastPlayAt) / 3600_000;
  if (idle > 24 && idle < 72) return { title:'Energy is full!', body:'Come claim your gift.' };
  if (p.activeEventEndsIn < 2*3600_000) return { title:'Event ends in 2h', body:'Last chance!' };
  return null;
}
```

## 매 결정 기준
| 상황 | Approach |
|---|---|
| Mid-core RPG | 41-day banner + weekly event + daily quest |
| Casual puzzle | Daily-event + streak + dynamic offer |
| Competitive PvP | Short season (2-4w) + balance-patch cadence |
| Sandbox MMO | Long expansion (6-12mo) + living-world events |

**기본값**: weekly cadence + monthly content drop + 41-day major arc — 매 modern F2P template.

## 🔗 Graph
- 부모: [[Game Monetization Strategy]] · [[Live Service]]
- 응용: [[Genshin Impact]] · [[Fortnite]]
- Adjacent: [[Dynamic Offers]] · [[Player Retention]] · [[Power Creep (Content Treadmills)]]

## 🤖 LLM 활용
**언제**: event calendar drafting, segment-rule design, offer copy generation.
**언제 X**: 매 final balancing decision (designer + analyst 영역).

## ❌ 안티패턴
- **Over-eventing**: 매 too-many-overlapping event 의 매 player fatigue.
- **Whale-only design**: 매 mid/low spender alienation.
- **No-rollback**: 매 bad balance patch 의 매 hot-config rollback path 의 X.

## 🧪 검증 / 중복
- Verified (deconstructoroffun.com, GDC LiveOps talks 2022-2024, Adjust LiveOps report 2024).
- 신뢰도 A.

## 🕓 Changelog
| 날짜 | 변경 |
|---|---|
| 2026-05-08 | Phase 1 |
| 2026-05-10 | Manual cleanup — full LiveOps 4-rail + scheduler/segment/offer code |