UK “lagging behind” on free-to-play, says Natural Motion CEO

Tuesday, 3rd July 2012 23:53 GMT By Debabrata Nath

Torsten Reil, CEO of Natural Motion, feels that the UK needs to do more than it is in order to meet the demands of the growing free-to-play genre.

Speaking to Develop, he said that the UK is still far behind when it comes to free-to-play games.

“I think the UK is still lagging behind very much. I’m seeing on some games that are coming up that I think look great and take a huge step forward in visual fidelity on these devices but they are not games that resonate that well necessarily on a large scale because of either the subject matter or more likely the play pattern.”

He went on to say that most people in the UK doesn’t understand the genre properly.

“I think free-to-play is not properly understood in most of the UK, and I think that is a huge issue, but it is something that will change,” he continued.

“It’s just a question if whether it happens fast enough for several big companies to emerge. We’re going to end up worldwide with probably three-to-four really big players worldwide in this market and we want to be the leader.”

Natural Motion is a leading game technology and development company and has developed titles such as Icebreaker Hockey, NFL Rivals and free-to-play games like CSR Racing and My Horse.

During an interview with GI.Biz last month, Reil disclosed that the firm had managed to raise $11 million in funding.

Thanks, GI.Biz.



  1. Kabby

    Perhaps Brits are more cynical and and it’s just harder to move on from the mindset of ‘if it’s free it must be bad or a con’.

    #1 3 years ago
  2. SplatteredHouse

    Two problems that free to play can encounter are sameness. I saw a feature on mmo specialist page Massively, in which the reporter, who reports on the smaller titles, the free-to-plays and browser based for instance, that aren’t as well-known…He was trying to point out that though what he was writing about and presenting for the week, was a cute anime RPG game, he’d also discovered it actually also boasted the sort of raid encounters to set WoW-ers boots quaking, if only they would give it a try.

    But, the problem there is, even if you take what was said at face value in the assessment of that game, how does the majority of the possible audience pass the me-too, to get to these missing gems? Problem two: what’s the catch? There are games that use the free-to-play label, but the usage isn’t inspired, it’s not considered, they’re jumping up and down trying to get attention, and end up often getting interest on technicalities and word-play in the communication, and if you find enough of those, and with limited time both to find and play these discoveries…perhaps people start broadening their brush strokes, and the term ‘Free-to-play’ unquantified, develops a negative reaction.

    Maybe it’s on the people pushing these games to talk a lot about what makes their game different.

    #2 3 years ago
  3. viralshag

    I think the problem for f2p games isn’t that they’re lower quality or not as filled with contact like a normal game. I think the problem is that people treat them just like any other game – and that is play it for a bit and move on.

    And if I can play a fair bit without paying anything, then I won’t unless it’s something I really want to commit to. And I think we can all see normal MMOs find it hard enough to get that many long lasting paid subs.

    I just don’t see how a lot of these f2p titles expect to keep afloat in the future.

    #3 3 years ago

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