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|Session Name:||'King of Thieves': Designing a F2P Game that's Different|
|Track / Format:||Free to Play Summit|
|Overview:||In this talk, Eugene Yailenko, ZeptoLab's Senior Game Designer, will share his experience of designing "King of Thieves" - a game that has been downloaded more than 20 million times and is either loved or hated by players; there are not many opinions in between. The first part of the talk will describe the process of finding the key design pillars for the game during its first year of development. The second part will cover the challenges team faced during the soft-launch period, that took another year but allowed us to drastically improve retention and monetization.|