How a game earns money shapes its design from the very first prototype. Choosing the right model – and implementing it fairly – decides whether players stay and spend, or leave.

Advertising

  • Rewarded video: players choose to watch an ad for a benefit (extra life, coins). The most player-friendly ad format.
  • Interstitials: full-screen ads between levels. Effective but intrusive – cap the frequency.
  • Banners: low revenue, often hurt the experience on small screens.

Ads suit hyper-casual and casual games with large audiences.

In-app purchases (IAP)

  • Consumables: coins, gems, boosters
  • Non-consumables: remove ads, unlock levels or characters
  • Cosmetics: skins and decorations that don't affect fairness
  • Starter packs and offers: time-limited bundles

IAP drives revenue in casual, strategy and RPG games. A small share of players often generates most of the revenue, so long-term engagement matters.

Battle pass and season pass

A free and a paid reward track unlocked by playing during a season. It rewards regular play and creates predictable revenue – but requires a steady pipeline of new content.

Subscriptions

Monthly access to benefits, content or ad-free play. Works well for games with continuous value and for educational games sold to parents.

Premium

Pay once, play forever. Common on PC/Steam and for niche or educational games. Simpler design, but discoverability on mobile is harder.

Fair design principles

  • Never make the game unplayable without paying ("pay to win" frustrates players).
  • Be transparent about prices and odds; disclose random rewards.
  • Respect children: no manipulative offers, follow store family policies.
  • Let players earn premium items through play, just more slowly.

Technical implementation

Use the official billing systems (Google Play Billing, Apple StoreKit), verify purchases on a server, and use ad mediation (for example AdMob or Unity LevelPlay) to maximise revenue. Tools like RevenueCat simplify subscriptions across platforms.

Measure and iterate

Track conversion rate, ARPPU, ARPDAU, ad impressions per user and, above all, retention. Changes to prices and offers should be A/B tested.

The right model is the one that fits your genre and audience – and we design it into the game from the start.

Planning a project like this? Our AI project assistant asks the right questions for your field and turns your answers into a clear brief – then our team near Munich sends a free, non-binding quote within 24 hours on business days. Start now or read the complete Game Development guide.
#Monetisation#In-app purchases#Ads#Free-to-play