International Journal of Business Science and Applied Management

Volume 21 / Issue 1 / Pages: 10-53 / Papers in the same Issue

Designing paywalls in Free-to-Play video games: monetisation innovations in-between free and premium strategies

Davidovici, M.


free-to-play, video games, monetisation, hybrid pricing, nonmonetary cost, paywall, freemium Read Online   free-to-play, video games, monetisation, hybrid pricing, nonmonetary cost, paywall, freemium Download Paper


Abstract: The Free-To-Play (F2P) model has evolved from simple microtransactions of a few digital items to complex monetisation strategies that combine multiple types of currencies, product strategies and bundles. Although designing paywalls is a core issue in F2P monetisation, little research has examined F2P paywall features on a large scale to identify common design patterns and their impact on retention and monetisation incentives. This paper aims to address this gap by conducting a thorough empirical study of paywall design principles in the F2P model. We conducted an exploratory study of 45 successful F2P games from different periods and genres over the last 10 years. Compared to the standard freemium model, the F2P model reveals a new paywall design combining pay- and play-based components, which we call hybrid freemium pricing. We provide a conceptual framework to categorise the various hybrid paywalls encountered and understand their inherent mechanics and features, including gacha and battle pass, among others. Our study provides empirical evidence that these monetisation innovations have expanded the role of playtime value in player segmentation, shifting the focus away from pure financial cost. While hybrid freemium pricing is not free from the ethical risks identified in the monetisation literature, we demonstrate that it can also be considered an innovative monetisation funnel that sustains the long-term retention and monetisation of both free and paying players. These findings provide valuable insights for designing paywalls in F2P online shopping research and practice.

Keywords: free-to-play, video games, monetisation, hybrid pricing, nonmonetary cost, paywall, freemium


DOI: 10.69864/ijbsam.21-1.198

Type: Research Paper // Submitted: 2025-12-22 // Accepted: 2026-05-04 // Published: 2026-08-24

Download Citation: BibTex // PDF Downloads: 140 // PDF Filesize: 771Kb

Open Access: © The Authors - Published under a Creative Commons Attribution 4.0 International Licence


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