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Nicholas Lovell's Blog   Expert Blogs


Nicholas Lovell is a games industry consultant who provides strategic and online marketing advice to clients including Firefly, Rebellion, Atari, ChannelFlip and He is a non-executive director at developer nDreams and writes on a blog on the games industry at He also teaches Masterclasses in "How to Make Money From Self-Publishing" ( He is currently working on an MMO, several Facebook games and a comic book.


Expert Blogs

Posted by Nicholas Lovell on Tue, 25 Mar 2014 10:20:00 EDT in Business/Marketing, Social/Online, Smartphone/Tablet
The valuation of King has me terrified. If King tanks after its stock market debut this week (and I think it will), that will be bad news for the games industry for the next three years.

Posted by Nicholas Lovell on Mon, 03 Mar 2014 01:09:00 EST in Business/Marketing, Console/PC, Indie
Valve has just announced that developers will now be in charge of their own pricing on Steam. This is the beginning of PC games prices drifting downwards with an endpoint of zero. Here's why.

Posted by Nicholas Lovell on Fri, 28 Feb 2014 11:31:00 EST in Business/Marketing
The EU investigation into F2P games is about marketing, not principles. It is to be welcomed, but the risk is that politicians will take kneejerk actions which are not in the interests of consumers or businesses.

Posted by Nicholas Lovell on Tue, 25 Feb 2014 12:26:00 EST in Business/Marketing, Production
Five years ago, I wrote a blog post about why I had been tempted to discriminate against women. Much has changed since then, but much hasn't. I thought I would reopen the debate.

It's time to kill the tutorial. They have no place in the age of free-to-play. The First Time User Experience needs to convince me, body and soul, that it will be worth spending time with your game. You get one chance.

Posted by Nicholas Lovell on Thu, 19 Sep 2013 09:51:00 EDT in Design, Console/PC, Social/Online, Smartphone/Tablet
Many games studios and professionals struggle with the transition from AAA development to making F2P games. The Pyramid of F2P Games: core loop, retention game and superfan game provides a framework for F2P game design.

Nicholas Lovell's Comments

Comment In: [News - 11/19/2014 - 03:25]

Fun is in the eye ...

Fun is in the eye of the beholder :-

Comment In: [Blog - 11/20/2014 - 01:40]

I totally agree with point ...

I totally agree with point 5, and I say that as someone who runs a website that gets most of its traffic from people searching for the benchmarks we gather from publicly available sources.

Comment In: [Blog - 11/19/2014 - 02:13]

I agree with this, but ...

I agree with this, but with one major risk: the danger that you design things because you know how to do them, not because they are the best way of achieving what you need. r n r nTo put it another way, I work hard with my clients to avoid ...

Comment In: [News - 11/13/2014 - 08:36]

I think you are mistakingly ...

I think you are mistakingly optimistic about Steam.

Comment In: [News - 11/11/2014 - 03:54]

I think both roles are ...

I think both roles are incredibly important. I just worry that fighting the semantics might distract from the more important issue of making sure we continue to a preserve our history of videogames and b have the dialogue between creators, audiences and, for want of a better word, cultural critics ...

Comment In: [Blog - 11/05/2014 - 03:47]

Tanya, I 'd love to ...

Tanya, I 'd love to see your similar advice for running a small indie dev studio. There is so much of value in this post.