Deconstructor of Fun Game Analytics 03 - Monetizing
Nov 17, 2025
Teis Mikkelsen, a Senior Director of Revenue with 20 years in the games industry, shares his insights on player retention and monetization strategies. He reveals that retention issues stem from mismatched expectations rather than flawed features. Teis emphasizes the importance of early planning for monetization and warns against short-sighted tactics. He discusses the significance of segmentation, balancing ad and IAP models, and the surprising relationship between engagement and spending. His advice? Players value rewarding purchases and thoughtful monetization enhances their experience.
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Plan Monetization Early
- A great game isn't enough; you must plan how you'll monetize from the start. Consider audience and monetization model early to increase chances of success.
Make Purchases Feel Joyful
- Design monetization to feel like a joyful purchase, not a bill. Aim for 'happy monetization' so paying players increase retention.
Monitor Spend Distribution
- Look beyond ARPDAU and conversion; analyze spend distribution across players. A balanced spread between minnows and whales makes revenue less fragile.