There’s nothing easy or straightforward about video game creation. It can take thousands of hours over many years. And thats not accounting for player acquisition, community-building, and maintaining the infrastructure. How does a company balance all these development, marketing and tech factors to build and retain an enthusiastic and loyal player base? This book examines the key stages of getting a video game to market, from concept to beyond launch, with a laser focus on identifying the stumbling blocks — frictions — that your players might experience during play and in their interactions with the studio or publisher. It illustrates how smart, proactive design and integrity-based player engagement can eliminate friction for players, and improve your business. Any company can strive to become FRICTIONLESS.