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Have players committed to spending money in free-to-play games before they even install the game? Are you wasting time trying to get more people to spend money in your game? What monetization metrics should you be focusing on improving instead? In this GDC 2019 talk, Tammy Levy uses several case studies from live Kongregate games to explore how and why some player behaviors are easier and more rewarding to change, while others have a nearly unbreakable ceiling.