We’re entering the holiday season – Thanksgiving, Black Friday, Christmas, New Year – the weeks when players come back, spend more time in the game, and are naturally more open to rewards and special events.

Using data from Deconstructions by Sensor Tower, our state-of-the-art Live Ops product, we analyzed hundreds of games and thousands of event launches across genres. We identified key patterns and best practices that help top titles boost engagement and revenue during festive periods – and, more importantly, turn short-term peaks into sustainable growth. Click here to view the report, or keep reading for a preview of the insights.

Why the Holiday Season Deserves Special Attention

Major holidays are always worth extra attention – they bring more than just festive decorations.

• People are in a better mood, surrounded by a special atmosphere, and most importantly – they have more free time. For many, this is also the season of year-end bonuses and gift spending

• This combination naturally drives stronger engagement and higher spending

Top games that planned their systems strategically – achieved revenue uplifts from 16% to 45% during this period.

3 Ways to Add the Holiday Spirit

1. Start Early. Kick off the season in early December – right after Thanksgiving. Planning begins months earlier (August-September for most teams).

2. Set the Mood. Refresh your visuals and use familiar festive metaphors: decorating a tree, Santa’s workshop, or daily Advent surprises. Even a small reskin or seasonal icon can re-engage returning users.

3. Create Daily Rituals. Features like Advent Calendars or “12 Days of Christmas” keep players checking in daily – combining retention and emotion through consistent rewards or mini-events.

Building Your Live Ops System

So before the next season hits, let’s explore what makes a strong, scalable Live Ops system that can perform year-round

The Live Ops landscape can be grouped into 3 main layers:

1. Global Events (Long-Term) – the overarching structures, seasonal or always-on, that hold everything together

2. Complex Events (Mid-Term) – system-level events that reinforce and connect other activities

3. Basic Events (Short-Term) – engagement loops built around milestones, mini-goals or streaks

1. Start small, grow systematically: Begin with short-term events – master the rhythm, pacing, and player feedback. Then scale up into connected systems

2. Connect, don’t scatter: Link events through shared currencies, layered goals, or thematic synergy. Each feature should amplify another

3. Diversify motivation: Mix competition, collection, streaks, and discovery – different players engage for different reasons

4. Personalize & Segment: Adapt timing, difficulty, and rewards to player behavior. Smart segmentation drives both retention and monetization

5. Celebrate smartly: Seasonal events like Christmas, Thanksgiving, or the 4th of July are not just decoration – they’re strategic moments to Engage your audience and increase the Revenue

Download the full report here.