How Amanotes is scaling LiveOps across our music games with Balancy

At Amanotes, our mission is to bring interactive music experiences to players all over the world. With more than 4 billion downloads, 70 million monthly active users, and a portfolio of 30+ music titles, keeping our games fresh, relevant, and fun at scale is both an opportunity and a challenge.

To support that next stage of growth, we’ve partnered with Balancy, a LiveOps platform that helps game teams run events, offers, and experiments more efficiently across multiple titles.

Why LiveOps at portfolio scale matters to us

Our portfolio includes chart-topping music games like Magic Tiles 3 and Tiles Hop, alongside many other rhythm and music experiences. As we’ve grown, one thing has become clear:

• Every event, IAP offer, or new mechanic needs to be coordinated across dozens of games, not just one.

• Each title historically required its own engineering time to configure and test changes.

• Proven ideas in one game weren’t always easy to roll out quickly to the rest of the portfolio.

For a company operating at Amanotes’ scale, this creates friction for both teams and players. We wanted an infrastructure layer that lets us think and act at portfolio level, not only game by game.

How Balancy fits into our ecosystem

Balancy is a no-code LiveOps platform built by ex-game developers and Y Combinator alumni, designed specifically for product and LiveOps teams. One of the key reasons we chose Balancy is its cross-project templates: reusable configurations that can be adapted across multiple games instead of rebuilt from scratch.

In practice, this means:

• When a mechanic or event format works well in one game, we can bring it to others much faster.

• Product teams can configure offers and events centrally, then roll them out across the portfolio.

• Engineering no longer needs to handle every single LiveOps change, freeing them to focus on core features.

As Thang Nguyen, our Games Director, puts it:

“The more games you operate in parallel, the more you need infrastructure that just works. Balancy gave us the ability to move fast across our entire portfolio: shared templates, instant config updates, no engineering dependency for every change.”

For Amanotes, this setup supports two important goals: launching new titles faster and keeping existing titles active for longer, without needing to increase headcount just to manage LiveOps complexity.

Part of a broader shift in how we run LiveOps

Our work with Balancy is also part of a broader trend among mid-to-large publishers: a move toward templatized LiveOps.

Instead of rebuilding events, offers, and systems for each game, companies are investing in a core set of reusable, proven components that can be rolled out and iterated on across the portfolio. Amanotes is applying this thinking to our music game catalog so that when something resonates with players in one title, we can bring it to others more quickly and with lower development cost.

Pavel Ignatov, CEO of Balancy, captures the upside of this approach:

“Not only does this approach remove engineering friction, but it also promotes a culture of experimentation and knowledge sharing within the team. That ultimately drives metrics growth.”

Looking ahead

Integrating Balancy’s LiveOps platform is helping us evolve from managing individual titles to managing the full Amanotes portfolio as one connected ecosystem. It’s a step toward delivering better, more timely content to millions of music game players worldwide, while giving our teams the tools they need to move faster and experiment more confidently.

“At our scale and portfolio structure, LiveOps infrastructure isn’t optional. It’s the backbone. We found exactly what we needed in Balancy, and the team behind it has been a genuinely great partner to work with,” adds Thang Nguyen.

We’re excited about what this partnership unlocks for our players, partners, and teams—and we’re just getting started.