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September 20, 2021
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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 Wed, 22 Jul 2015 12:50:00 EDT in Business/Marketing, Smartphone/Tablet
One small design decision made me systematically discriminate against every female Dweller in Fallout Shelter. It's a fascinating example of how a game decision can have unintended consequences.

Posted by Nicholas Lovell on Thu, 09 Apr 2015 01:36:00 EDT in Business/Marketing, Console/PC, Smartphone/Tablet
The Nintendo/DeNA deal makes no sense. At face value, it would suggest Nintendo is abandoning it's "Blue Ocean" strategy and jumping into a hyper-competitive market which doesn't play to its strengths. So what is really going on, wonders Nicholas Lovell.

Posted by Nicholas Lovell on Wed, 18 Mar 2015 01:54:00 EDT in Business/Marketing, Social/Online, Smartphone/Tablet
Nintendo was the last holdout against the rise of mobile and tablet gaming. Now it has capitulated. Does that signal the imminent bursting of a smart device gaming bubble?

Posted by Nicholas Lovell on Tue, 17 Mar 2015 06:13:00 EDT in Business/Marketing, Console/PC, Smartphone/Tablet
Nintendo's latest strategic announcement means it is choosing to compete in the bloody red ocean of smart device gaming, rather than creating a new market for itself. How will that turn out?

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.

Nicholas Lovell's Comments

Comment In: [Blog - 04/02/2021 - 09:40]

Really helpful post, thank you. ...

Really helpful post, thank you. I think about pillars as moveable all the way through pre-production: The design and the pillars must match. If the design changes such it doesn 't match the pillars, change either the design or the pillars . Once you are far into production, clearly the ...

Comment In: [Blog - 01/31/2019 - 05:45]

Thanks for a great and ...

Thanks for a great and insightful post. I 'm trying to think about how to map these onto the established tropes of F2P and other game design. Events Steady content trickle often PvP often tied to earning high-end rewards which only make sense in a game with meaningful persistent profile ...

Comment In: [News - 11/28/2018 - 04:39]

Thank you for the insightful ...

Thank you for the insightful warning. It does seem as if we are reaching the end of a period of rapid growth expanding internet reach leading to wider distribuution the revolutions of mobile and browser the emergence of F2P opening the market to new audiences and blowing the definition of ...

Comment In: [News - 11/08/2018 - 02:28]

That 's a pretty misleading ...

That 's a pretty misleading headline. Belgium hasn 't blocked anything. Square Enix has chosen to withdraw the games, presumably on the advice of their lawyers. r n r nThe distinction is important.

Comment In: [News - 11/02/2017 - 06:43]

Can I ask where you ...

Can I ask where you see the bias The article makes it clear that some devs are reacting in dismay to the ESA 's very positive endorsement of a controversial issue, and that they couldn 't get the ESA to talk to them on the record. Seems like a valid ...

Comment In: [Blog - 04/09/2015 - 01:36]

Are you sure that your ...

Are you sure that your analysis is not what you would personally like as gamers, rather than what a multi-billion dollar business with oodles of cash in the bank but struggling in its core market might do to break out of its current difficulties r n r nIt also seems ...