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|Session Name:||Doing Business in Europe: EU Regulations and Public Relations|
|Speaker(s):||Andreas Lober, Thomas Bidaux|
|Company Name(s):||Beiten Burkhardt, ICO Partners|
|Track / Format:||Free to Play Summit|
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.