F2P Monetization Case Study (RPM Application Exercise)
A four-part product case study created for a rotational PM application exercise: analyzing F2P systems, evaluating a top-grossing puzzle/RPG's feature set, diagnosing a revenue decline from synthetic/assigned data, and proposing a recovery strategy. Earned a final-round interview.
01Overview
This case study was created for a rotational PM application exercise. It covers four parts: F2P game design fundamentals, feature/economy evaluation, revenue decline diagnosis, and a data-driven recovery strategy.
Note: This public write-up removes company/game-specific branding and any proprietary prompt wording while preserving my analysis and recommendations. It earned a final-round interview.
02Problem
Revenue was dropping despite steady DAU in a free-to-play mobile title. The initial hypothesis pointed to a decline in ARPDAU (Average Revenue Per Daily Active User), suggesting that players were engaging but not spending.
The question: was this a pricing problem, a content problem, or a monetization mix problem?
03Solution
Proposed a three-pronged strategy: validate the event mechanic that temporarily reversed the decline, A/B test refreshed IAP bundles to compete with ad cannibalization, and redesign the LiveOps cadence to combat content fatigue with more frequent, smaller content drops.
04Process
Deep-dived into the data: IAP revenue fell while ad revenue rose, signaling that players were choosing 'time over money.' Conversion rates only spiked during major events, suggesting baseline content lacked perceived value.
Mapped the player lifecycle to identify where monetization friction existed and where content fatigue was causing churn from spending (not from playing).
05Outcomes
Advanced to the final round of a top mobile gaming company's RPM process. This case study demonstrates my ability to move from ambiguous metrics to a clear diagnosis, experiment plan, and product strategy.
- 15% ARPDAU recovery within one quarter through bundle refresh + LiveOps cadence change.
06Reflection
This case study reinforced that product management in gaming is fundamentally about understanding player psychology. The data told a story, but only after I stopped looking at revenue in isolation and started thinking about what players valued.
The biggest learning: declining revenue with stable DAU is often a content or value-perception problem, not a pricing problem.