Improving Monetisation through Behavioural Economics

April 2019, Transformers: Earth Wars' gross booking appeared to be declining faster than predicted -- overall, key KPI's looked good -- but something was clearly wrong!
This session will focus on Mental Accounting and how it contributed to our decline in bookings, how we discovered it, and what we did to address it. Most importantly, we'll discuss how you can use this knowledge to improve monetisation on your own games and features!