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|Session Name:||All Points Bulletin: Reloaded - When a $100 Million AAA Game Goes Free2Play|
|Track / Format:||Production|
Reloading "All Points Bulletin"; From the November 2010 acquisition, through the intense Free2Play(TM) re-development process, to the April 2011 commercialized Beta and finally the "removal of the Beta" tag event August 15, 2011, Bjorn Book-Larsson (COO of GamersFirst.com and Reloaded Productions) details APB's journey from $100 million dollar AAA Unreal-based retail MMO by Dave Jones (of GTA fame), to a 100% microtransaction-based Free2Play(TM) game. Bjorn shares and analyzes the sales metrics, design choices and monetization techniques before and after the Free2Play conversion, and lays out a new publishing paradigm for future AAA MMOs.