This talk explains the most important aspects of Game and Monetization design in relation to overall game success. The findings are based on the deconstruction and performance data of dozens of successful as well as not-so-successful F2P mobile titles. The talk will answer the following questions: Why is it hard to succeed in the mobile F2P market? Why is D1 retention and even D30 retention not enough? What does a good monetization design look like? What is the impact of content and its pacing? What is spending depth and why you should design around it? How do economies and mechanics break? Don’t miss this opportunity to listen to a lecture at the live part of Games Gathering!