One Up by Joost van Dreunen Summary

One Up analyzes how the $200B video game industry evolved from niche hobby to mainstream entertainment. Joost van Dreunen combines 30+ years of industry data and case studies (Activision Blizzard, Epic Games, Tencent) to show how creativity in business strategy—like digital distribution and free-to-play models—matches the innovation seen in game design.

Investors, game developers, and business strategists in tech or entertainment will benefit most. The book offers actionable insights for navigating trends like live streaming and esports, making it valuable for professionals seeking growth opportunities in interactive media.

Yes—it’s a data-driven guide praised for explaining inflection points in gaming history, from mobile gaming’s rise to platform wars. Reviewers highlight its relevance for understanding tech’s broader business landscape, calling it “required reading” for industry professionals.

The book examines 200+ companies, with detailed analyses of Fortnite’s live-service model, Minecraft’s acquisition by Microsoft, and Pokémon GO’s AR success. Other cases explore Tencent’s global expansion and Valve’s Steam platform dominance.

Van Dreunen argues free-to-play titles like League of Legends thrive by prioritizing player retention over upfront sales. The model leverages microtransactions and seasonal updates, creating recurring revenue streams that outpace traditional game sales.

The book emphasizes “bundling/unbundling” strategies—e.g., Xbox Game Pass reinventing content distribution. It also analyzes how companies balance creative risk (e.g., indie innovations) with scalable monetization (e.g., battle passes).

Van Dreunen shows how conventional approaches fail in gaming’s fast-paced market. For example, he contrasts Nintendo’s hardware-centric model with Epic Games’ cross-platform ecosystem, demonstrating adaptability’s role in survival.

The author uses 30+ years of sales, player engagement, and market share data to debunk myths. For instance, he quantifies mobile gaming’s 52% revenue share to explain its dominance over console/PC segments.

Unlike anecdotal accounts, One Up offers an empirical, MBA-level analysis of business models. It complements Adrian Hon’s A New History of the Future in 100 Objects by focusing on economic drivers over cultural impact.

Some readers note its dense data may overwhelm casual gamers, and it underrepresents indie studios compared to corporate giants. However, these choices reflect its focus on scalable business strategies.

Van Dreunen predicts cloud services like Xbox Cloud Gaming will disrupt ownership models, prioritizing access over hardware. He parallels this shift to Netflix’s impact on media consumption, stressing latency and licensing hurdles.

As NYU Stern professor and ex-CEO of SuperData Research (acquired by Nielsen), van Dreunen combines academic rigor with 20+ years of industry experience advising firms like Tencent and Makers Fund.

The book’s insights on user retention (via live services) and platform ecosystems (like Steam) are relevant to app developers, streaming services, and metaverse projects seeking engagement in saturated markets.

Van Dreunen argues creativity isn’t just game design—it’s reimagining monetization (e.g., Fortnite’s cosmetics), distribution (Apple’s App Store), and community-building (Twitch integrations). Case studies show blending these elements drives longevity.