Players Go to Their Highest Valued LTV: Ads Are Beautiful Pareto Exchanges

Previously, I wrote about ads as a way to monetize non-payers, but there’s more to the ad exchange and what I’ll coin as ‘portfolio pumping’. It’s like portfolio theory, but not really. These terms reference two growing phenomenon in F2P games. King is at the forefront of portfolio pumping, in which a given firm pushes…