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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 - 09/15/2014 - 04:26]

I am surprised that Macquarie ...

I am surprised that Macquarie thinks that this proves content is still king. Your argument focuses on the value of the audience, while Skilton focuses on concurrent users. I think Minecraft is valuable precisely because it has a massive audience reach, not because it is an intellectual property which can ...

Comment In: [News - 05/15/2014 - 02:58]

Marvellous post. But what you ...

Marvellous post. But what you really draw out for me is that the people who denigrate casual gaming or monbie gaming are often caught up in exactly the same emotional relationship with the game as their dad playing Hay Day or their mom playing Candy Crush. r n r nIf ...

Comment In: [News - 05/15/2014 - 03:37]

I think that the one ...

I think that the one thing that developers without a USP can compete on is price. Which is why I think prices on Steam are trending to zero.

Comment In: [News - 05/07/2014 - 08:41]

I 've done some more ...

I 've done some more analysis now. My conclusion is that if I were an investor in King at the IPO, I 'd be pissed. r n r n

Comment In: [News - 05/06/2014 - 05:38]

It 's a marvellous variable ...

It 's a marvellous variable pricing strategy, a F2P strategy without the free. r n r nActivision sells a product for 70. Customers are digitally connected. They know who are they are. They can upsell physical and digital products. r n r nA great curve strategy.

Comment In: [Blog - 09/21/2012 - 11:34]

I think you are right ...

I think you are right that piracy and F2P are manifestations of the same fundamental principles: r n- it is very easy to share stuff at close-to-zero cost when that stuff is digital r n- some people love what you do enough to want to pay for it, and to ...