Free to play is the new way

Free to play is the new way

Forget boxed products – free to play is the new way. Steve Gray – executive in charge of production at Tencent, an online entertainment and gaming company in China – explains why free to play is a better approach to developing a gaming business than the traditional methods, discusses cultural differences in China, and the value of incremental improvements and innovation.

"Build the smallest thing that you possibly can that you can put in front of the user," he tells NZTE. "If you pay attention to what the users are telling you, you can change your product."