Sony’s London Studio director Dave Ranyard will reveal at next month’s F2P Summit how the iconic SingStar franchise is being rebooted thanks to a new free to play focus.

Dave’s talk ‘Rebooting SingStar as a Free to Play Game’ will focus on how the brand has been reimagined from the ground up for the digital age. He will highlight the studio’s learnings from releasing singstar as a f2p app on PS3 last year and discus how these have informed plans to reboot the SingStar franchise, streamlined for F2P commerce, with the aim of retaining existing users and attracting many more.

He explained: “Many of the best F2P experiences are built and designed from the ground up with F2P in mind from the start. Game and app stores are littered with the ghosts of games where f2p is a bolt-on. But what do you do if you have a strong game experience which you truly believe could become a great F2P game?

“In my session at the F2P Summit, I’m going to talk about what we have done to move SingStar from a traditional disc based game to a digital F2P game on PS3. Phase 1 was to launch SingStar as an app pinned to the PS3’s cross media bar last October. Phase 2 is a complete redesign and overhaul of the whole game structure and UI for the digital and F2P age, which is due for release later this year.”

Graham McAllister, founder of Player Research, is also confirmed for the fourth F2P Summit (, which takes place on 10 October at RichMix in Shoreditch, London, as is games journalist Guy Cocker who will chair a powerful end of conference roundtable debate alongside UKIE chairman Andy Payne and Osborne Clarke partner Paul Gardner.

In Graham McAllister’s session - Free-to-Play Monetisation: A Player Psychology Perspective - delegates will learn practical tips for creating a successful F2P experience from the perspective of an expert in player psychology and behaviour. Graham will reveal how to avoid the design mistakes of games that fail to monetise as well as learn from the successes of the best in the business. During his talk, he will also share Player Research’s internal model for understanding and structuring the player experience and how it can be used to explore players' journeys from first launch to their first IAP and beyond; identifying common sticking points, barriers to monetisation, best practices and actionable guidance at every stage.


Games journalist Guy Cocker will be joined by Andy Payne, chairman, UKIE; Paul Gardner, Osborne Clarke; and Andrew Lim, CMA Megacorp to debate the highly emotive and contentious issue of marketing apps to children in the end of conference roundtable session: How Should You Monetise Children’s Apps? The panel will debate the ethical and legal challenges and ask whether the industry needs a system that’s vetted and targeted at children, or whether clear standards and self-policing will suffice.

Dave, Graham and Guy join cyberpsychologist Berni Good, author and games consultant Nicholas Lovell, Game Analytics’ Mark Robinson for the event, which is framed around three themes - player behaviour, monetisation and design. The final two sessions will be announced shortly.

Notes to editors:

For more information:

Please contact Charlotte Le Rougetel at Bastion on 020 7269 7900 or

To apply for a press pass to F2P Summit, please email Charlotte.

About F2P Summit

The F2P Summit is a one-day conference and networking event, taking place at RichMix in Shoreditch, London on Thursday 10 October 2013. 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 a keynote and panel discussion, a networking lunch and drinks in the bar afterwards. Passes cost £195 before 18 September 2013 at

About Tandem Events

Tandem Events has over 30 years of experience in organising market-leading exhibitions, conferences and events across a number of industry sectors, including Develop in Brighton, Evolve in Brighton, Indie Dev Day, Indie Dev Marketing, Develop in Liverpool, Evolve in London, GAMES:EDU, Games Marketing Forum and Games Grads.


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