This master’s thesis in Information Technology, Interactive Digital Media, at Aalborg University, focuses on the use of revenue mechanics in the emerging field of free-to-play games. The free-to-play market are redefining how we perceive video games, both in terms of how we play them, and how the games intend to generate revenue. Free-to-play games are becoming increasingly more present in our everyday lives, as the business model is becoming more dominant on both the PC and mobile market. This evolution has led to many discussions and reflections regarding the current state of the video game market, which have resulted in the following research question:
“What is the optimal correlation between game design and game business models when the purpose is to create an entertaining player experience with a sustainable business model and how are revenue mechanics applied into the design of a game?”

In order to understand the correlation of the two domains of game design and business models, data were collected from six state-of-the-art games, four expert interviews and literature studies regarding the two domains of business models and game design.
The empirical research led to the construction of a Game Design Model and Revenue Mechanics Framework with the purpose of both analysing existing games, and potentially aid developers in creating better free-to-play games by mapping the connection between key design elements and revenue mechanics. In order to contribute further to the development of free-to-play games, the master’s thesis presents a set of Guiding Principles concerning the conclusive subjects of the research.

Keywords: Free-to-play, PC platform, Mobile platform, Game balance, Game session length, Player engagement, Retention, Game business models, Video game development, Player life cycle, Digital creation cycle, Case study research, Exclusivity, Core loops, Microtransactions, Virtual goods.