Identify what your segments of users are the most comfortable with as far as their preferred price points, because it’s really hard to move players to a higher preferred price point. Kate has worked across several apps, in different organizations and in general if a player plays $3 the first time he will keep paying $3 at a time.

When forming monetization hypotheses to test for, consider what competition is doing but also what features are being added in adjacent genres and categories. MobilityWare has found a lot of success that way. Example: social casino with women > 40...