Scaling a UGC studio to 12M+ visits
A stalled flagship game leaking players every weekend needed to become a live-ops platform — without a rewrite the team couldn't afford.
The challenge
- Server tick was spiking above 60ms during peak play — mobile players were disconnecting mid-round.
- Monetisation was flat: only 1.2% of DAU converted to a first purchase in the first 30 days.
- The team wanted a live-ops cadence but had no telemetry beyond Roblox Studio's built-in analytics.
Our approach
Server profiling & rewrite of the round loop
We instrumented every remote event, rewrote the round manager as a single authoritative loop, and moved cosmetic replication off the critical path.
Economy redesign
A gated first-hour reward loop, a soft-currency sink, and two low-friction premium bundles priced against benchmark titles in the same genre.
Analytics + weekly live-ops
PlayFab-backed event pipeline plus a weekly build cadence — every ship shipped behind an on/off feature flag so we could A/B without patch-lag.
"They didn't just ship features — they turned our game into a business. We now plan quarters, not sprints."
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