Delivered at Casual Connect Europe 2016 Games are rapidly being seen more as services than products, and good service means building trust. Game Insight CEO Anatoly Ropotov explains how his company builds relationships with their players through sustainable free-to-play; an approach that promises ongoing support, regular content, and games that never shut down. He knows the sins that free-to-play developers should avoid, and thinks you should too.

2. Sustainable
Free-To-Play
Building Games That Last
in the Age of Abandon
Anatoly Ropotov
CEO, Game Insight
@tolik | fb.com/ropotov

4. • Every industry and generation
needs a list of “sins & virtues”
• We need to start respecting the
life-cycle of products
• It’s a start, let’s open a dialogue
Intro

5. These 6 things will make your game stick.
I could’ve never thought of #3.

6. • Delight them: daily/weekly/monthly, seasonal, sensational!
• Communicate! Changelogs? Push Messages? In-game news hub?
Community? Retargeting?
• Open Roadmap: Deliver and Provide Proof
#1: Kindness
Update Often

9. • Trust. Brand. That’s what you lose when you shut down the game
• Why would you abandon your players?
• “Sunsetting” should be painless
#2: Patience
Do not “shut down”
games! Ever.

10. • Even with increased penetration of 4G/LTE… The horror of data plans!
• The metro, daily commute, planes - players will be playing something
else!
• And once the servers go down*…
*not suitable to all game types
#3: Temperance
Let them play
offline!

12. • Transparency inside product operations is crucial
• Product Performance, App Store Reviews, Customer Support, Facebook,
Twitter, In-Game Public Chat - feel the vibe!
• Every team member should feel the consequences
#4: Diligence
Listen & Act!

14. • Everyone loves that if you have a great IP
• Easier to retarget your audience
#5: Kindness
Sequels & Spin-offs

16. • Transferring the progress should be easy!
• New & alternative platforms
• Localizations & new regions
#6: Sloth: Cross-platform,
multi-platform

17. An afterthought…?
6 mobile games came to Facebook from mobile

18. Questions?
Anatoly Ropotov
CEO, Game Insight
@tolik | fb.com/ropotov