The ASA has banned misleading ads from Playrix’s Gardenscapes. Running the same creative in user acquisition hits diminishing returns fairly quickly as the creative “clears the market” for users attracted to that creative. To broaden appeal, why not simply advertise the game as existing in a entirely different genre? This opens up a whole new…
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…
Steve Levitt, the last price theory samurai, and John List, future nobel prize winner, have published a paper on free to play economics. In a textbook neoclassical experiment, Levitt alters the quantity of Candy Crush hard currency at a given price point. While economists generally think of price variation as the way of deriving demand…