This was the presentation I gave at the F2PSummit on 18th April in London. It looks at game design for better freemium games by considering Familiarity, Uncertainty and the Rhythm of Play.

1. Oscar Clark Evangelist
Everyplay
http://www.bbc.co.uk/news/uk-scotland-17596338

2. Freemium is Different
http://wallpaperdj.com/view-be_different-1600x1200.html

3. Trust & Familiarity
http://cas.umkc.edu/psychology/brain/current.html

4. http://2.bp.blogspot.com/-nhbIyS_T_Ro/T_b0uCmqW_I/AAAAAAAAA-
o/sgtesneQ6tw/s1600/Trek+VI+2.jpg
The Undiscovered Country

5. Understanding Lifecycle
http://www.agilemodeling.com/essays/proof.htm
Discoverying
Learning
Earning
Churning

6. http://www.123rf.com/photo_3581509_spiraling-loops-of-glowing-golden-
loop-textures--fractal-abstract-background.html
Rhythms Of Play

7. Its My Game
http://www.excellentia.se/eng/inspiration
Maslow Oscar’s Hierarchy Of Games
Let Me Show Off
Why Should I Trust?
Entertain Me

8. http://freedigitalphotos.net
Pattern Matching

9. Plant
Farm
Water
Plant
Harvest
Plants
Treat
Plants
Get
Seed
XP
Plant
Farm
XP
Water
Plant
XP
Harvest
Plants
XP
Treat
Plants
XP
Get
Seed
Compelling Loops
http://kotaku.com/5896485/fake-gamers-of-the-week-bored-blonde-teenagers-with-mismatched-controllers

10. Triumph Against Adversity
http://www.dailymail.co.uk/news/article-2200664/Paralympics-2012-How-astonishing-
athletes-played-record-breaking-Games.html

11. Triumph Against Adversity
http://www.dailymail.co.uk/sport/othersports/article-2200439/London-2012-Paralympics-
Oscar-Pistorius-wins-gold-T44-400m.html

12. http://www.lore-and-saga.co.uk/html/storytelling.html
Creating Context Loops

13. http://www.quebecoislibre.org/10/100315-4.htm
Chance & Probability

14. Player Performance
http://www.totalfootballperformance.com/elite-player-performance-
consultancy

15. Ambiguous Choices
http://leadingstrategicinitiatives.com/2011/05/19/strategic-thinking-part-1-
a-fight-with-ambiguity/

16. http://www.3quarksdaily.com/3quarksdaily/2006/07/rx_paradigm_shi.html
Complex Systems (Cellular Automata)

17. Real-life Impacts
http://mybandandme.wordpress.com/

18. http://blog.bummis.com/2010/12/it-takes-village.html
Interdependence Theory

19. Go Head to Head
http://www.scoop.it/t/creative-spirit
The Six Degrees of Socialisation
Lets Collaborate
I Can See You Play
Look At Me Play

20. 00%
10%
20%
30%
40%
50%
<30
minutes
30-60
mins
1-3
hours
3-5
hours
5-10
hours
>10
hours
00%
20%
40%
60%
80%
100%
Sharers Play More...
All Respondents
Extremely Interested In Sharing

21. 00%
10%
20%
30%
40%
Sharers Pay More...
All Respondents
Extremely Interested In Sharing
Made a purchase in last 30 days

22. Typical Easter Eggs
http://en.wikipedia.org/wiki/File:Easter-Eggs-1.jpg

23. Dynamic Equilibrium?
http://news.cnet.com/2300-1043_3-6185160-3.html

24. Soft Variable Examples
http://www.flickr.com/photos/24973901@N04/2762458387/

25. http://www.123rf.com/photo_3581509_spiraling-loops-of-glowing-golden-
loop-textures--fractal-abstract-background.html
Rhythms Of Play

30. Any Questions?
oscar@applifier.com
@Athanateus
@Everyplaydev
http://blog.everyplay.com
Thank you :)