Games Gazette Logo


18 April, RichMix, London - early bird registration open at until 20 March

PapayaMobile’s Chris Hanage and 4T2 Multimedia’s Mike Hawkyard will join the likes of Peter Molyneux to speak at next month’s F2P Summit, organiser Tandem Events confirmed today.

The third one-day F2P Summit, which takes place on 18 April at RichMix in London and follows two previous sell out events, will give delegates a unique insight into the creative, marketing and business issues driving successful F2P development. The event will also invite discussion and debate on the future of the industry.

Hanage is general manager for Europe at PapayaMobile, the 35 million strong social gaming network. His session - ‘Back to Basics: What it Takes to Market a Successful Game in the Free to Play era’ - will shine a light on the challenges and opportunities facing developers with a new free-to-play game to promote.

He will present to delegates 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 free to play game. Importantly, he will also offer developers a blueprint for effective promotion and marketing that is both practical and achievable.

“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,” commented 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.”

Hawkyard is from award-winning digital marketing agency 4T2 Multimedia. In his session ‘Juggling Digital Bricks’ he will look 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.

Tandem Events has also confirmed Jon Jordan, editor of PocketGamer, and Will Freeman, editor of Develop, as speakers for F2P Summit. Jordan will present ‘Morality in a Big Data, Frictionless Payment, Free to Play Mobile Gaming World’ and Freeman will host a panel debate on where the future lies for F2P.

Jordan: “The relationship between game developers and game audiences has always been complex, combining business and pleasure. But in the free-to-play era, when that relationship revolves around extracting cold, hard cash in a more manipulatory manner than before, it's fragmented into many different shades of grey. As the recent news from Apple underlines, the rules remains fluid, so my talk will provide guidance on how the concerned developer should approach the situation.”

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

The programme for F2P Summit is as follows. Further sessions will be announced shortly:

Learnings from Curiosity to Godus; Peter Molyneux, 22cans

Back to Basics: What it Takes to Market a Successful Game in the Free-to-Play Era; Chris Hanage, PapayaMobile

Juggling Digital Bricks; Mike Hawkyard, 4T2 Multimedia

The Lies We Tell– How ‘AA’-Publishers And Developers Are Killing Each Other; Florian Schwarzer, InnoGames

Design For The Rhythm Of Play: Using Rhythm and Uncertainty to Create Compelling F2P Games Oscar Clark, Everyplay

Morality in a Big Data, Frictionless Payment, Free-to-Play Mobile Gaming World; Jon Jordan,

The Future of Mobile Game Marketing and Monetization; Pepe Agell, Chartboost

Panel: Discussing F2P and its Future; Chair: Will Freeman, Develop Magazine

Panellists: Chris Hanage, PapayaMobileIan Harper, Future Games of London

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

Companies attending the F2P Summit previously 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 • • 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.


© Chris Baylis 2011-2021