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|Session Name:||Developing for a Moving Target: Free-to-Play in an Evolving Marketplace|
|Company Name(s):||Last Day of Work|
|Track / Format:||Free to Play Design & Business Summit|
|Overview:||Making a freemium iOS game? Who isn't? Last Day of Work decided to adapt their hit indie game, Virtual Families, to a freemium model, but along the way the rules kept changing. One currency or two? Ads or no ads? Tune for early monetization, or allow more free play at the start? Learn how freemium models and best practices have rapidly evolved over the last year, from Farmville to Jetpack Joyride to Dragonvale. Watch as the 'best way to do it' is defined, thrown out, redefined, and redefined yet again - sometimes faster than you can finish your own indie title for release. Strategies to cope with a very dynamic and competitive marketplace will be discussed, as well as farm fresh metrics on LDW's first ground-up freemium launch.|