5. Monetizing different audiences Western Gamers Eastern Gamers South East Asian Gamers Perceptions of Fairness Want a level playing field for all Believe in paying for advantages Aren’t very bothered by inequity Virtual Goods Cosmetic only or only slight advantages that can be overcome with time Powerful advantage giving items, spend to save time, almost anything can be monetized Prefer small incremental payments – value for money Strategy Sell time saving, provide alternatives (auction market, etc) Provide wide selection. New items at every few levels. Hybrid subscription model