What We Do

Department of Play is a project-led agency specialising in videogames. We have broad expertise in mobile, console, PC and F2P markets, with a network of specialists who can deliver everything from product reviews to full stack development.

Founded in 2018 by Will Luton, we have helped companies such as Rovio and Jagex. We spend the time to understand a client’s needs, then build a team to deliver a bespoke solution.

Our network includes:

  • Product managers
  • Game designers
  • Economists
  • UA and marketing specialists
  • UX designers
  • 2D / 3D / concept artists
  • Full stack developers
How We Help
  • Product strategy.
  • Monetization.
  • Mentorship.
  • Development support.
  • Idea generation and concept development.
  • Prototyping.
  • System design.
  • Game balancing and economy management.
  • Liveops.
  • Playtesting and UX design.
Who We Help
What Our Clients Say
Cyril Barrow
VP Operations, Rovio

Department of Play pulled together a world-class team quickly, letting us efficiently explore a concept. The rapid iteration and regular discussions let us understand the process and steer the final product. We will work with the team again in the future.

Phil Mansell
CEO, Jagex

Department of Play gave expert insights into the mobile market which helped accelerate our mobile product strategy. Will assisted our teams in gaining knowledge and confidence in their mobile product design.

Who We Are

Will Luton – CEO

Will is a product executive with over a decade of experience as a game maker. He’s best known for leading product on Angry Birds 2 and as the author of Free-to-Play: Making Money From Games You Give Away.

Expert Network

We have a network of award-winning freelancers and outsourcers in fields such as: Product Management, Game Design, User Acquisition (UA), Development (including Unity), User Experience and User Research (UX / UR) and Art Direction.

Case Studies

Case Study: Angry Birds Concept Exploration

The Brief Rovio had a great idea for an ambitious new Angry Birds title, but didn’t have the resources to develop the concept to the point it could be evaluated for production. The team needed to know how this game would look and play – how it would retain and monetize. How Department of Play…

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What do Department of Play do?

DoP is a consultancy specialising in mobile and F2P videogames. We help indie teams all the way through to big public companies make better games by solving hard problems and increasing knowledge.

What makes Department of Play different?

We define problems then connect that problem with the experts, data, knowledge and tools needed to solve it. We’re more than just product experts and can leverage our network to deliver at all phases from concept through to live-ops, even production code.

Can DoP help me with my project?

It’s very possible we can. We’re always happy to talk about projects, so drop us a line at [email protected].

How much does a project cost?

This is entirely dependent on your project’s requirements. We work on a time and materials basis for all of our quotes, with different disciplines and experiences having varying costs from £400 to £2,000 per day.

You may find other product consultancies are cheaper on a per-day basis, but we can often deliver more quickly and effectively.

How long does a project take?

Anywhere from a day all the way up to ongoing. Generally the shortest projects are four days, but some clients wish to retain expertise on their team on an on-going basis.

Where do you work?

Department of Play is headquartered in London, but our teams are are globally distributed with the ability to embed in studios when needed.