Why Making Games Easier Can Boost Player Spending and Engagement
Why Making Games Easier Can Boost Player Spending and Engagement
Why Making Games Easier Can Boost Player Spending and Engagement
Jonathan Sperling
August, 19, 2025
Summary
Game difficulty is a crucial factor in mobile game design, especially in free-to-play models. While traditional strategies increase difficulty to drive in-app purchases, research by Netzer, Ascarza, and Runge reveals that lowering difficulty boosts engagement, retention, and long-term revenue. A 12-week study with 300,000 players showed that dynamically adjusting difficulty—making games easier for at-risk users—increased playtime, retention, and spending, particularly on content access. Revenue rose up to 79% from purchases and 21% from ads. The findings challenge the belief that harder games yield more profit, advocating instead for personalized, progress-focused game design that fosters enjoyment and sustained monetization.
Reference
Sperling, J. (2025, August 19). Why making games easier can boost player spending and engagement. Columbia Business School. Retrieved from https://business.columbia.edu/research-brief/digital-future/easier-games-more-revenue