Papaya Mobile tackles discoverability at F2P Summit

Two more free-to-play creators will discuss the opportunities and challenges this development sector presents at next month’s F2P Summit.

The one-day F2P Summit, which takes place on April 18th at Rich Mix in London and follows two previous sell-out events, aims to give delegates a unique insight into the creative, marketing and business issues behind successful free-to-play development.

Papaya Mobile’s general manager for Europe Chris Hanage will hold a session titled ‘Back to Basics: What it Takes to Market a Successful Game in the Free to Play era’, which will look at the challenges and opportunities facing developers with a new free-to-play game to promote.

“In today’s free-to-play era, the successful marketing and promotion of a game lies in its planning, its gameplay and its monetisation model,” said Hanage.

“In my session, I’ll show developers how they can build ‘discoverability’ into their game’s structure and design from the very beginning. I will also identify the limitations of current app marketing techniques and 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.”

Mike Hawkyard from award-winning digital marketing agency 4T2 Multimedia will also present ‘Juggling Digital Bricks’, where he will look at the challenges of bringing casual titles to smart device platforms.

The event will also invite debate on the future of the free-to-play industry, with audience discussions and panels, including one with Peter Molyneux, which will be chaired by Develop editor Will Freeman.

Registration is open at the event website, where early bird passes can be purchased for £195 (a saving of £100) until 20 March.