You've been logged out of GDC Vault since the maximum users allowed for this account has been reached. To access Members Only content on GDC Vault, please log out of GDC Vault from the computer which last accessed this account.

Click here to find out about GDC Vault Membership options for more users.

close

Session Name:

Doing Business in Europe: EU Regulations and Public Relations

Overview:

Europe is a lucrative market for F2P games, but it does not necessarily function like other 1st world markets. In particular, the regulatory and PR landscapes differ from the North American and Asian counterparts in ways that developers would be wise to understand before diving headfirst into Europe. (Note: this session is composed of two separate 30 minute lectures, beginning with the lecture on regulations and closing with PR, for those attendees who only have interest in one topic.)

The regulations focused portion will delve into recent developments in the regulation of advertising directed at children which is having an impact on games for all ages because of the broad interpretation by consumer watchdogs. Under European law a direct exhortation to children to buy an advertised product is forbidden. In the broadest interpretation applied by a high level court this includes commonly used prompts to buy or spend virtual currency or items. The lecture will introduce examples and how to avoid conflicts with the law. Examples are taken from "Runes of Magic", "Candy Crush Saga", "Boom Beach", "Littlest Pet Shop" and "Bejeweled HD".

The PR focused portion will explore a mix of real-world anecdotes and data driven analysis of the ways in which PR has been used effectively in a number of European F2P PC games. It will provide concrete tips on how to approach your PR strategy in general. Attendees should be able to leave the portion with a much better understanding of how media approach F2P games and on how to communicate on their own projects.

Did you know free users get access to 30% of content from the last 2 years?


Get your team full access to the most up to date GDC content

  • GDC 2015
  • Andreas Lober
  • Beiten Burkhardt
  • Thomas Bidaux
  • ICO Partners
  • free content
  • Free to Play Summit
  • Social / Online Games