Game Live Operations, or LiveOps, as a discipline, lies at the heart of live services actions. It changes the player experience after the game goes live, or the game receives updates without needing to release a new version. Gone are the days when developing a game, uploading it to a platform, and enjoying life was a sustainable business model for a game with a long lifespan. LiveOps has become an integral part of any free-to-play game and must be carefully planned, starting with a design and ending with a go-to-market strategy. Games-as-a-Service transformed box games into living, organic games that are constantly evolving, and LiveOps can deliver a fresh experience to players every day.