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GDC + VRDC 2019 Session Scheduler

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Nature vs. Nurture: Unpacking Player Spending in F2P Games

Tammy Levy  (VP of Insights and Analytics, Kongregate)

Location: Room 3005, West Hall

Date: Thursday, March 21

Time: 11:30am - 12:30pm

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

Topic: Business & Marketing

Format: Session

Vault Recording: Video

Audience Level: All

Have players committed to spending money in free-to-play games before they even install the game? Are you wasting time trying to get more people to spend money in your game? What monetization metrics should you be focusing on improving instead? In this talk, Tammy uses several case studies from live Kongregate games to explore how and why some player behaviors are easier and more rewarding to change, while others have a nearly unbreakable ceiling.


Payer conversion is hard to move and impacts player lifetime value less than repeat spend rate and average transaction size. Developers will gain a deeper understanding on why focusing on repeat spend will improve their business and how that translates into design and product principles.

Intended Audience

This talk is aimed at free-to-play games executives, business stakeholders, producers, product managers, analysts, and live operations managers.