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Will Luton's Blog   Expert Blogs


Will consults on free-to-play games for companies including SEGA and Pocket Gamer. His book Free-to-Play: Making Money From Games You Giveaway is published by Pearson and out now at all good bookshops.

Previously as Creative Director at Mobile Pie Will crafted games for Channel 4, EA’s Chillingo, Aardman Animation, Orange and Spil Games.

He writes a regular column for Games Industry International and has contributed to Develop Magazine, Edge, Gamasutra,, GamesBrief and the New Statesman.

He has a BA (Hons) Computer Games Design, earned AAA production at SEGA Europe and plays a lot of Magic: The Gathering.


Expert Blogs

Posted by Will Luton on Fri, 26 Jul 2013 06:58:00 EDT in Design, Smartphone/Tablet
This extract from the book Free-to-Play: Making Money From Games You Give Away explores creating reasons for you players to return to your game repeatedly known as Return Triggers.

Will Luton's Comments

Comment In: [News - 04/09/2014 - 10:36]

I wrote a response to ...

I wrote a response to this here: r n r nI believe this top line figure is misleading.

Comment In: [Feature - 12/17/2012 - 04:30]

I 'm conflicted on this. ...

I 'm conflicted on this. Whilst rarity drives the economy it also adds an enjoyable chance element to opening packs, plus makes trading part of the community. There are LCG Living Card Games that dispense with boosters, but none yet have enjoyed the same success.

Comment In: [Blog - 10/23/2010 - 06:12]

Game Studio Story on Facebook: ...

Game Studio Story on Facebook:

Comment In: [Feature - 10/15/2009 - 04:30]

@Jen Grier: Yes, I totally ...

@Jen Grier: Yes, I totally agree with you here. For this type of development to really work there needs to be an honest, democratic approach from the team. This of course isn't always easy to find. Luckily we do have it at Mobile Pie, but certainly I have worked with ...