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GDC + VRDC 2019 Session Scheduler

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Monetization Design: The Dark Side of Gacha

Vladimir Krasilnikov  (CPO, Pixonic)

Location: Room 301, South Hall

Date: Wednesday, March 20

Time: 11:30 am - 12:00 pm

Pass Type: All Access, GDC Conference + Summits, GDC Conference - Get your pass now!

Topic: Business & Marketing

Format: Session

Vault Recording: Video

Audience Level: Intermediate

Let's talk about aggressive monetization. It's assumed that nudging players and pressuring them into making in-game purchases affects the future of a game poorly. However, business believes in numbers, not vague threats of postponed doomsday.

In this session, Pixonic's Head of Game Design Vladimir Krasilnikov will explain how a drastic change of in-game economy in 'War Robots' brought amazing financial results in the beginning, but upset a large part of the audience, therefore causing some key metrics to start declining. He will also show how the Pixonic team fixed the situation and kept everyone pleased on a project with more than $5 million monthly revenue.


Some say aggressive monetization affects games poorly in perspective. But business believes numbers, so Vladimir will talk numbers. Attendees will learn how a drastic change of in-game economy in 'War Robots' brought amazing financial results, but upset a large part of audience, and how the situation got fixed and everyone was kept pleased.

Intended Audience

This session is dedicated to everyone who adds monetization to their games, but also aims at long term development of the project and growing loyal user base, without hurting the business and the gameplay.