Alexey about Balancy
Alexey Gusarov is a Monetization Designer at Guli Games, a mobile studio experiencing rapid growth. When he joined the project just over a year ago, the team had already begun experimenting with Balancy for timed events. Since then, they’ve expanded to running daily calendar offers and personalized monetization strategies that now contribute up to 40% of revenue. We spoke with Alexey about how Balancy helped Guli Games streamline LiveOps, accelerate experimentation, and fuel their growth.
The challenge: Scaling LiveOps without giant-studio resources
Like many fast-growing studios, Guli Games faced the classic monetization bottleneck:
- Player demand for content grows faster than engineering capacity.
- Offers, events, and personalized pricing require constant iteration.
- Building a proprietary LiveOps system from scratch would demand resources closer to a Playrix or King—luxuries Guli Games didn’t have.
As Alexey explains:
“It’s obvious how much time it would take for developers to build such systems themselves. With Balancy, we can connect to a ready-made platform instead. For a team without unlimited budgets and resources, that’s a huge advantage.”
The solution: Balancy-powered offers and segmentation
Guli Games integrated Balancy into their monetization workflows about 18 months ago. Since then, the team has steadily scaled its LiveOps operations with three core pillars:
1. Calendar-based offers that run every day
Players see a new themed or endless offer daily, synchronized across the player base.
- Popular formats: “Endless”, “1+1” and “1+2” bundles.
- Offers rotate automatically via Balancy’s calendar system.
Calendar offers in Fablewood
2. Segmentation for personalized pricing
Using Balancy’s segmentation tools, the team delivers tailored experiences, for example:
- Non-spenders see a $3 starter offer.
- Mid-tier payers receive adjusted pricing.
- Whales might see a $20 bundle with enhanced value.
Offer Contents by Segment in Fablewood
“With Balancy, it’s easy to configure the same visual offer at different price points for different players. That flexibility is a big plus.” — Alexey Gusarov, Monetization Designer at Guli Games
Group Offer configuration in Balancy
3. Rapid A/B testing and iteration
Instead of waiting for developer sprints, monetization designers can:
- Run A/B tests on placements or cycles of offers.
- Deploy updates quickly without new client builds.
A/B test configuration in Balancy
The results: Revenue growth, faster iteration, and player relevance
By leveraging Balancy, Guli Games has transformed its LiveOps strategy:
- 25–30% of revenue now comes from Balancy-powered calendar offers.
- DAU grew from ~3K to 28K daily players over the past year.
- The team saves significant engineering time by skipping in-house tool development.
- Monetization managers can iterate and test faster, while analytics teams focus on insights instead of chasing builds.
“If we see a weak placement in analytics, we can quickly rebalance it in Balancy. It’s fast, flexible, and deploys right away.” — Alexey Gusarov, Monetization Designer at Guli Games
What’s next for Guli Games
The team is now working on expanding LiveOps even further:
- Migrating more placements into Balancy for more flexible configuration.
- Experimenting with visual scripting to rebalance offers.
- Exploring gameplay-driven monetization like mini-games and digging events, inspired by market leaders such as Royal Match and Family Island.
Balancy’s most recent update features: mini-games for play-testing offers and events, the Visual LiveOps Calendar, UI Builder, pre-made templates (inspired by games like Royal Match), and engine-agnostic SDK supporting custom-engines.
Key takeaway
Balancy empowers mid-sized studios like Guli Games to operate with the agility of much larger publishers. Instead of investing months of developer time into custom tools, teams can:
- Launch daily offers effortlessly
- Personalize pricing by player segment
- Rapidly test and iterate on monetization strategies
“Balancy is a ready-made solution that’s far easier to integrate than to develop in-house. That’s the biggest plus for developers.” — Alexey Gusarov, Monetization Designer at Guli Games