The third F2P Summit, organised by Tandem Events, is close to selling out. With one week to go just 20 places remain. The two previous F2P Summits both sold out in advance. The event takes place at RichMix in London on Thursday 18 April..
F2P Summit will be headlined by industry visionary Peter Molyneux, who presents the opening keynote ‘ Learnings from Curiosity to Godus’. A session from Splash Damage’s Paul Wedgwood completes the programme , which can be found online at http://www.f2p-summit.com/programme/ Splash Damage joins 22Cans, Chartboost, Papaya Mobile, InnoGames, Everyplay, 4T2 Multimedia, Bossa Studios, PlayHaven, Future Games of London, Pocketgamer.biz and Intent Media.
Entitled AAApex Predators: Evil Free-to-Play is Easy Prey, Wedgwood will discuss the transition from packaged goods to digital distribution and how and why this is causing an industry-wide blood-bath. He will also show how AAA studios can employ ethical gameplay telemetry, or ‘White-Hat Analytics’, to gain an unassailable advantage; giving players the lower cost and greater convenience of free-to play, and blockbuster AAA quality, all by putting players first.
“We all know that great AAA games require huge budgets and years of development time to mature,” he says. “Blockbuster production values seem incompatible with free to play. Those of us that serve both gaming markets are feeling pretty cocky, but a countdown has started. As increasing investment chases finite consumer attention, studios will only succeed when they offer blockbuster-quality games that are free.”
Passes can be purchased online from www.f2p-summit.com
The final programme is as follows:
9.00: Registration and Coffee
10.00 – 10.45: OPENING KEYNOTE: Learnings from Curiosity to Godus
Interview by Will Freeman, Develop Magazine
Industry visionary Peter Molynuex has recently announced his game Godus along with running a successful Kickstarter campaign to fund the project. He will be discussing his experiences over the past 12 months with industry journalist Will Freeman. Peter’s decision to move beyond the console and start working on games like Curiosity – what’s inside the cube and launching Godus have been very ambitious. The interview will discuss what he’s learned from the past and what he sees as the bright new future of the industry plus there will also be a live demonstration of the game Godus.
10.45 – 11.30: The Future of Mobile Game Marketing and Monetisation
Much like the mobile game landscape itself, mobile game marketing is constantly in a state of flux as new tools and solutions become available to developers. This talk will encompass how mobile game marketing and monetisation will change over the year to come and what developers can do to capitalise on these new trends. Chartboost’s Pepe Agell will describe how developers can strategically acquire new users using effective targeting techniques as well as specific examples of how some of the best developers in the space use monetisation technology in a way that’s conducive to their overall user experience.
11.30 – 11.45: Coffee Break
11.45 – 12.30: Back to Basics: What it Takes to Market a Successful Game in the Free-to-Play Era
Free to play is the only price worth paying these days for a mobile game. In this presentation, Chris Hanage, General Manager for Europe of PapayaMobile, will shine a light on the challenges and opportunities facing developers with a new free-to-play game to promote. Chris contends that in today’s “free to play” era, the successful marketing and promotion of a game lies in its planning, its gameplay, and monetisation model. He proposes that developers can build “discoverability” into their game’s structure and design from the very beginning. He will identify the limitations of current app marketing techniques, then set down an alternative “back to basics” approach that incorporates conventional marketing techniques alongside a closer, more intuitive relationship with a game’s target audience. He will also share key recommendations on how to maximise a game’s attractiveness to players, the importance of intelligent game design, compelling gameplay, and an honest approach to monetisation using both consumable and durable goods, in order to build a loyal (and paying) customer base for your free-to-play game.
12.30 – 13.15: AAApex Predators: Evil Free-to-Play is Easy Prey
We all know that great AAA games require huge budgets and years of development time to mature. Blockbuster production values seem incompatible with Free-to-Play, and this transition from packaged goods to digital distribution is causing an industry-wide blood-bath. Those of us that serve both gaming markets are feeling pretty cocky, but a countdown has started. As increasing investment chases finite consumer attention, studios will only succeed when they offer blockbuster-quality games that are free. Paul will show how AAA studios can employ ethical gameplay telemetry, or ‘White-Hat Analytics’, to gain an unassailable advantage; giving players the lower cost and greater convenience of free-to play, and blockbuster AAA quality, all by putting players first.
13.15 – 14.00: Lunch
14.00 – 14.45: The Lies We Tell– How ‘AA’-Publishers And Developers Are Killing Each Other
Contrary to popular opinion, ‘medium-tier’ game development is still alive: Just as the retail-oriented console world turned toxic for many small-to-medium-sized studios, they found new homes in online free-to-play. Told from the perspective of an emerging free-to-play publisher, the session examines what misconceptions and unspoken rules permeate mid-budget game development, how they are sustained by developer and publisher alike, how they can ruin promising projects, and how together, we can break the cycle.
14.45 – 15.30: Design For The Rhythm Of Play: Using Rhythm and Uncertainty to Create Compelling F2P Games
It is now no longer good enough to simply decide to make your game free to play. This disruptive business model requires that we think more deeply about the player experience and to look at how we can dance along with our players at the rhythm that works for them. We need to balance familiarity with uncertainty along with relaxation and excitement. In this lecture Oscar Clark will share the lessons learned from the most successful F2P games and show how we can increase discovery, retention and lifetime value by designing to the Rhythm of Play.
15.45 – 16.30: Juggling Digital Bricks
The LEGO Company has been entertaining their fans with free games on their website for many years. This talk looks at the challenges and opportunities of taking casual titles to smart device platforms where marketing, licensing and commercial opportunities can all meet in one place. It will examine the success of two app games produced by one of their digital marketing agencies, 4T2 Multimedia, one title distributed for free and another that is responsibly monetised.
16.30 – 17.15: Morality in a Big Data, Frictionless Payment, Free-to-Play Mobile Gaming World
The mobile game business is now largely funded by a model that encourages developers to manipulate their players so that they become big payers. This is integrated deep within new forms of game design, whereby players are encouraged into patterns of play that are then restricted to encourage/force them to buy resources to continue – so-called compulsion loops. As the use of gambling terms such as ‘whales’ suggests, mobile gaming is no longer about providing an enjoyable experience for the many, but identifying those people who will spend tens, hundreds or even thousands of dollars. This is underlined by the use of phrases such as ‘funnelling’ and ‘segmentation’, not to mention ‘cohorts’; something typically used in medical or psychological testing (cf reference to F2P games as Skinner Boxes’). So how should the concerned developer – concerned about his business as well as his audience – react?
17.30 – 18.15: Panel: Discussing F2P and its Future
Join this panel of industry professionals discussing the future of F2P on today’s industry which should include topics like monetisation, discovery, funding and cross platforms development. The discussion will also include highlighted topics from the days sessions, as well as a heated debate on the state of the UK games industry.
From 18.15: Networking Drinks
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 Thursday 18 April 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 nine sessions including a keynote and panel discussion, a networking lunch and drinks in the bar afterwards. Passes cost £195 before 20 March 2013 at www.f2p-summit.com.
Companies attending F2P Summit include:
Aeria Games • Another Place Productions • AVM • Bee Square • Big Bit • Blitz Games Studios • BoaCompra • Boss Alien • Bossa Studios • Channel Four Television • Chaos Trend • Cohort Studios • Crytek UK • Curve Studios • Distinctive Developments • D R Studios • Erlang Solutions • Eurocom Developments • Eutechnyx • Evolution Studios • Exient • First Touch Games • Future Games of London • Future Publishing • Gameforge 4D • Gamesbrief • GlobalStep • Hasbro • Hired Gun • Hockshot • Hutch • InnoGames • Insight For Hire • Intent Media • Jagex • king.com • Koolhaus Games • Kwalee • Littleloud • Lunatic Asylum Entertainment • Microsoft Studios • Mobile Pie • NaturalMotion • Ninja Theory • Onimobi • Palado • Pingflux • Playfish • Playfuel • Rare • Rebellion • Relentless Software • Robot Riot • Sega • Sony Computer Entertainment • Sprung Studios • Stainless Games • Stryking Entertainment • Tangentix • Target Media • Team 17 Digital • transmedia storyteller • Ubisoft • U-TRAX • Virtuos • WarChest • Xiotex Studios • Yager Development • Zynga Mobile UK
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. www.tandemevents.co.uk
For more information:
Please contact Charlotte Le Rougetel at Bastion on 020 7269 7900 or firstname.lastname@example.org
To apply for a press pass to F2P Summit, please email Charlotte