Boss Alien’s Jason Avent will present the second keynote at next month’s F2P Summit. Pascal Zuta and Nicholas Lovell have also been confirmed as speakers at the conference, which takes place on 26 September at RichMix in London.

The three popular industry figures join a line up that already includes a keynote from King.com’s CMO Alex Dale and presentations from Kwalee CEO and founder David Darling and Playfuel’s Ian Baverstock.

Jason Avent is managing director of Brighton- based development studio Boss Alien. His session is titled ‘From Triple A on console to Triple A on iOS’ and he will reveal how Boss Alien's collaboration with NaturalMotion transformed a bunch of console developers into world leading iOS experts in just one year. He will also focus on designing for players on the move, how to implement monetisation successfully and his experience of supporting a live freemium game with millions of active players.

"I really enjoyed the F2P summit last year as an attendee and I'm excited this year to have something to contribute after the break-out success of our studio's first game, CSR Racing on iOS,” said Jason Avent.

“We've now been running the game as a live service for several months and have successfully used metrics data, A/B testing and live updates to improve the game and its performance.  I intend to share with delegates what we've learned as our team transitioned from AAA console game development to Freemium on mobile and topped the world's app-store charts."

Pascal Zuta, CEO at Aeria Games Europe, will reveal secrets of the global F2P market. Areia Games is the fastest growing publisher of free to play client games. Its success is based on a market leading analytics system processing data from more than 20 client games as well as 15 browser games.

Pascal Zuta said: “The UK is a viable and growing market for free to play games. It is fantastic that there is a dedicated event to the F2P arena and I am delighted to be speaking. This session will give developers a better understanding of the international pattern of free to play games and show the superiority of certain metrics over others when it comes to analysis. I will answer why metrics play such an important role in determining the direction and focus of free to play games and give developers an opportunity to learn how an established publisher in the free to play market gathers and assesses its data.”

Free-to-play consultant and founder of GAMESbrief Nicholas Lovell’s session is called ‘The basic rules of F2P: 15 simple rules to make your F2P game more fun, more popular and more profitable.’

“Free-to-play is now widely accepted as a business model, but it is in its infancy. There is still so much to explore as we learn how to make great, deep, involving games using these new mechanics. My talk will focus on helping professionals from AAA development and newcomers adapt to free-to-play, and I look forward to getting new ideas from the other excellent speakers.”

F2P Summit is organised by Tandem Events, the company behind the industry-leading Develop in Brighton Conference. Passes to the second F2P Summit can be purchased from www.f2p-summit.com for just £195 (a saving of £100) up until 5 September 2012. F2P offers eight sessions including two keynotes plus networking throughout the day and in the bar afterwards.

Notes to editors:

About F2P Summit

The F2P Summit is a one day conference and networking event taking place at RichMix in Shoreditch, London on Wednesday 26 September 2012. The F2P Summit is a unique event that explores all aspects of F2P and freemium from the developer’s point of view. There will be eight sessions including two keynote presentations, a networking lunch and drinks in the bar afterwards. Passes cost £195 before 5 September 2012 at www.f2p-summit.com.

Companies attending the first F2P Summit included Audiomotion Studios, Bad Management, Big Pixel Studios, Channel Four Television, Creative Assembly, Denki, Disney Online Studios, Dr Studios, eelusion Game Studios, Eurocom Developments, fatfoogoo, Frognation, Frogster, Future Games of London, Gamersfirst, Heldhand Games, Hutch Games, InnoGames, Insight For Hire, Jagex Games Studios, Mforma Europe, Microsoft, N P D Group Worldwide, NaturalMotion, nDreams, ngmoco, Papaya Mobile, Playfish, Rare, Sega Europe, Setgo Analytics, Sony Computer Entertainment, Splash Damage, Tapjoy, Tequila Mobile, Trojan Chicken, Unity Technologies, U-TRAX, Waterfront Entertainment, Yara UK, Zynga Mobile UK.

About Tandem Events

Tandem Events has over 25 years of experience in organising market-leading exhibitions, conferences and events across a number of industry sectors, including Develop in Liverpool, Evolve in London, Develop in Brighton, Evolve in Brighton, GAMES:EDU, Games Marketing Forum and Games Grads. www.tandemevents.co.uk  

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