The free to play business model has transformed the game industry in recent years, and continues to do so. This shift has occurred so rapidly that anticipating future permutations appears impossible, yet in order to evolve and further expand the audience, that is exactly what F2P game developers need to do. Aki Järvinen has worked through the change with a number of titles under his belt. He argues that we can learn by looking back at the F2P shift and chart its evolution through a number of both successful and failed examples. Aki will offer insights into the evolution of F2P, and point at future directions where you could take your product in terms of game design and monetization techniques.