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How Game Developers Make Money from Free-to-Play Games: The Complete Guide

Free-to-play games dominate today‘s digital gaming landscape, generating over $87 billion in revenue in 2019. For developers, free-to-play offers an incredibly lucrative model – when done right.

But you may be wondering: how exactly do studios make big money from games that don‘t charge an upfront fee? This comprehensive guide will walk through the major monetization models that allow free games to flourish.

I‘ll be sharing key stats, examples, and expert insights so you can truly understand the inner workings of successful free-to-play titles. Whether you‘re a developer looking to optimize your monetization strategy or simply a curious gamer, you‘ll learn a ton about how your favorite free games profit from your gameplay and engagement.

Let‘s dive in!

Free-to-Play Economics: An Overview

First, a quick primer on free-to-play economics for the uninitiated.

The core premise is simple: reduce the barrier to entry by letting players download and enjoy the full core experience for free. Then, once hooked, players are monetized through in-game transactions, ads, sponsors, and other models we‘ll explore below.

By removing the $60 upfront asking price of retail games, the potential audience and network effects grow exponentially. The most engaged players end up spending far more over time through in-game purchases than they would on a single-purchase game.

Worldwide, free-to-play games accounted for 80% of all digital game revenues in 2019. To give you an idea of scale, the top free-to-play games can easily generate over $1 million in daily revenues from iOS alone.

Let‘s explore some of the most popular and profitable monetization models that have evolved in free gaming.

In-App Purchases

In-app purchases (IAPs) are the cornerstone of free-to-play monetization, generating the bulk of revenues for most popular free games.

IAPs let players exchange real money for virtual currency, items, upgrades, characters, and other digital goods. Top examples include:

  • Virtual currencies like V-Bucks in Fortnite or Gems in Clash of Clans. These can be used to purchase items directly or speed up in-game progress.
  • Cosmetic items like character/weapon skins, outfits, etc. that customize the look of gameplay. Popular in games like Fortnite, PUBG, and League of Legends.
  • Time savers like experience point boosts or instant building completion in strategy games.
  • Randomized prize boxes like loot crates containing mystery in-game items.

A 2019 study by Deloitte found over half of all mobile game revenue comes from "spender" players who make in-app purchases at least once per month. These spenders provide outsized revenues.

To maximize IAP success, developers carefully balance earnable "soft" currencies and premium "hard" currencies available for purchase. Players can enjoy the core experience as free users, but paying users gain prestige, convenience, and differentiated gameplay.

Popular pricing strategies include:

  • Using .99 or .49 price points to drive impulse buys
  • Bundling currency or items to increase average purchase value
  • Frequent sales, limited-time specials, or holiday-themed packages

By continuously optimizing virtual item pricing and promotion over time, developers can extract the maximum revenue from their most engaged player base.

In-Game Advertising

In-game ads represent another prevalent way free games monetize their large user bases.

Formats include static banner ads, full-screen interstitials between gameplay, video ads, and other native ad types blended into the gaming interface.

Here are a few examples of effective in-game ad approaches:

  • Reward/offer videos that provide in-game rewards like virtual currency for watching short video ads. Opt-in ads like these are preferred by players.
  • Branding virtual items with real-world products, like a “Nike Shovel” in farming sim games
  • Realistic billboards or posters in racing games that display real ads
  • Branded power-ups, checkpoints or gameplay moments ("Coca-Cola Invincibility!")
  • Advertisements for the developer‘s other game titles

In-game ads generate revenues through impressions, clicks/actions or installs. Rates vary significantly based on game quality and player targeting. However, they provide a reasonably steady revenue source at massive scales.

Developers should be careful not to overdo in-game ads or risk alienating players. A light ad touch maximizes revenues without impeding enjoyment and engagement.

Sponsorships and Brand Partnerships

Free games with millions of engaged players are prime targets for sponsorships and exclusive brand partnerships. Developers can work with brands to create sponsored in-game experiences and content that engages fans organically.

Prominent examples include:

  • Sponsored virtual concerts inside games like Fortnite
  • Real-world product drops seamlessly integrated into gameplay
  • Co-branded characters, skins or items
  • Sponsored gaming tournaments, leagues or events
  • Exclusive branded virtual worlds

Top brands will pay big dollars to get face time with gaming‘s diverse and highly engaged audience through authentic partnerships. For developers, these collaborations provide yet another revenue stream while bringing fresh content into the game. It‘s a win-win.

Premium Subscriptions and Freemium Models

Some free-to-play games offer premium subscriptions that unlock enhanced features, provide faster progression or ad-free experience for a monthly fee. This model generates predictable recurring revenues.

Alternatively, games may offer a free trial or basic version before requiring a one-time digital purchase to upgrade to the full experience. This "freemium" tactic allows players to get hooked before deciding to pay.

For example, in Game of Thrones: Conquest players can progress through the early game for free but must purchase the full PC/console title to unlock later levels and features. This model essentially lets players "try before you buy."

Offering premium tiers on top of the free version widens the monetization funnel and allows developers to earn from both entry-level casuals and core enthusiasts.

The Rise of In-Game Events and Virtual Concerts

Over the past few years, in-game concerts and live events have emerged as major money makers for top free games like Fortnite and Roblox.

These are typically sponsored or branded experiences promoted as limited-time spectacles inside the game world. Tens of millions of excited players show up and engage for the shared social experience with popular artists and characters.

Recent examples include:

  • Lil Nas X virtual concert in Roblox drew over 33 million viewers
  • Travis Scott virtual concert in Fortnite had 45 million global participants
  • Zara Larsson virtual concert in Roblox topped 18 million views

Between sponsorships, merchandise sales, and new players drawn in, these online events have generated tens of millions for developers. As gaming becomes more social and immersive, expect branded live events to become even more lucrative.

Optimizing Onboarding and Tutorials to Convert Players

The first few minutes of gameplay are critical for converting free players into paying users. That’s why onboarding and tutorial design is so important.

An intuitive yet engaging introduction sequence teaches game mechanics while getting players invested. Little perks like free virtual currency or items give new players a taste of in-game upgrades.

Gradually escalating challenges and milestones keep enjoyment high and friction low. Before they know it, players are hooked – and ready to start spending.

Tools like predictive analytics help developers continuously optimize the first-time user experience for maximum conversion.

Promotions, Seasonal Events, and Battle Passes Drive Engagement

Maintaining excitement among existing players is critical for ongoing revenue, so regular in-game promotions are standard practice. Limited-time discounts on virtual items incentivize purchases from even casual spenders.

Seasonal events like Christmas, Halloween or Summer-themed updates introduce fresh content, challenges, and customization options. These regularly returning events keep gameplay dynamic.

Battle passes drive engagement by rewarding players as they play over a fixed time period. Unlocking tiered prizes and rare items by completing challenges feeds competitive motivation. Fortnite‘s Battle Pass has been a major driver behind the game‘s billions in revenues.

Promotions timed around new feature releases, holidays, or external events maintain player interest and spending month after month.

Social Features and User-Generated Content Increase Virality

Viral growth is essential for free games hoping to achieve network effects at scale. That‘s why social features and user-generated content have become big differentiators.

The ability to play and connect with friends taps into gaming‘s inherent social appeal for both retention and acquisition. Features like gifting also help drive engagement through social reciprocity.

User-generated content features let players build their own levels and games within hit titles like Roblox, Super Mario Maker or Minecraft. Millions engage daily with user creations, which greatly amplifies content variety and player time spent.

Social sharing of gameplay clips and user-created content provides free viral marketing exposure. User reviews and recommendations also drive high-quality referral installs.

Mastering Free-to-Play Psychology

Monetizing free games artfully relies on psychology as much as technology.

To succeed, developers carefully balance five key forces:

Novelty – New, fresh content and experiences battle declining engagement over time

Social – Connecting and competing with friends is powerfully habit-forming

Achievement – Challenges and milestones deliver rewarding dopamine hits

Self-Expression – Customization satisfies users‘ desire for individuality

Scarcity – Exclusive or limited-time paid items create urgency and demand

By continually optimizing these motivational drivers, developers can generate higher revenues from their audience over longer periods.

Free Games with $Billion+ Revenues

Let‘s look at a few top examples of wildly profitable free-to-play games:

Epic Games‘ cultural phenomenon popularized the free-to-play battle royale genre. Fortnite has grossed over $9 billion to date just from in-game purchases like skins, battle passes, and emotes.

Candy Crush Saga
King‘s iconic mobile puzzler has players lining up to buy extra lives, power-ups and more. Candy Crush earns over $1 million daily just on iOS – primarily from in-app purchases.

The user-generated gaming platform allows creators to build and monetize their own mini-games. Daily revenues from Robux currency exceeded $10 million as of August 2022.

Genshin Impact
This anime-style action RPG from miHoYo earned over $1 billion on mobile alone in its first year – relying entirely on in-app purchases.

PUBG Mobile
The mobile version of the legendary battle royale earns millions daily from in-game cosmetics and its premium Royale Pass. Lifetime revenues exceed $7 billion.

The remarkable revenues of these titles demonstrate the earning potential developers are unlocking with free-to-play models.

Key Takeaways

  • In-app purchases, ads, subscriptions, sponsorships, and branded events are the top free game monetization models
  • Keeping users engaged long-term and motivated to spend is critical
  • Struck the optimal balance between free and premium content for wide appeal
  • Regular events, updates, promotions and social features maintain excitement
  • Monetization and game systems should be continuously tested and optimized


I hope this guide provided you with a comprehensive look at how free games manage to generate so much money while not charging upfront.

As you can see, there is tremendous revenue potential when developers build great in-game economies, integrate ads effectively, and structure compelling progression and customization systems.

However, achieving longevity and addiction in an incredibly competitive market remains an immense product and design challenge. Standing out takes flawless execution across game systems, user experience, analytics, and live operations.

At the end of the day, monetizationworks when developers stay laser focused on delighting players first – money follows engagement. By maintaining that priority, your free games can climb to the top of the charts and reap financial rewards for years to come.

I wish you the best of luck building the next big free-to-play success! Let me know if you have any other questions.



Michael Reddy is a tech enthusiast, entertainment buff, and avid traveler who loves exploring Linux and sharing unique insights with readers.