Over the past few years, the free-to-play (F2P) model has revolutionized the games industry, from social games, to hardcore MMOs, to open Web and mobile games in general. Developers and publishers are grappling with the implications of service-based games, metrics-driven business, A-B testing, viral user acquisition, whales versus minnows ... a whole new way of doing business. Designers are grappling with the creative implications of a world in which gameplay and monetization is intimately intertwined, the social interactions between players, how the game grows in depth without losing its core audience, and how to keep the audience engaged in games with no ending. F2P games already dominate the Web and mobile ecosystems and are expected to become a major disruptive force on next generation consoles. Are you facing this brave new world with anxiety and questions? Then come to the Free to Play Design & Business Summit, where leading professionals from the F2P world can offer stress relief and provide answers.