ABSTRACT
The designers originally made a subscription game, but as that model started to weaken, they decided to switch it to free-to-play (F2P). Many players dislike F2P adventure games—it can feel like game designers are cheating. F2P designers pay a lot of attention to whales, as they can constitute a significant percentage of revenues for a game. With F2P games, lots of players will pay zero. But some will pay a lot. The average amount spent per player is the average lifetime value (LTV). LTV varies widely from game to game, so don’t take this $5 amount very seriously. Game designers can see why increasing the LTV and decreasing the customer acquisition costs are so very important.
