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Transitioning to Free-to-Play

Updated: Oct 9, 2025

Previously, we explored the five main pricing models: Premium, Premium+, Free-to-Play, Free-to-Start, and Subscription. This topic provides a detailed look at the Free-to-Play (F2P) model, helping you determine if transitioning to F2P suits your business and how to manage such a significant change. This document focuses on transitioning an existing game rather than building a new F2P game from scratch, which will be covered in other documents.

Why transition to F2P

Transitioning to F2P is a significant business decision that requires careful coordination. Not every game benefits from a F2P business model, but for those that do, a successful transition can unlock additional monetization opportunities and new revenue streams, allowing the game to become self-sustaining. Each game and business has unique circumstances. It is important to complement your team with experts experienced in free and live service games. This shift is not just a pricing change; it can fundamentally alter your game’s design, business model, and live-service operations. Your team should carefully evaluate whether transitioning to F2P is right for your game. When you adopt F2P, you commit to a live service model that requires regular content updates.

Accelerating a game’s growth

The primary reason to transition to an F2P model is to accelerate a game’s growth. Focus on increasing the following:

Number of installs

Player retention

Monetization

The game must engage either a small number of heavy spenders (requiring a larger install base) or a large number of light spenders. Both approaches require significantly expanding the player base.

Factors that can influence the transition to F2P

Five main factors influence the transition to F2P:

The game: Some games are not designed to transition to F2P because they would require a considerable overhaul of systems, economy, and features to fit the F2P structure. For example, a linear single-player narrative game lacks the gameplay loop and economy to support F2P.

Age of the game: The most common reason for transitioning to F2P is the game’s age. Over time, any game may struggle to attract new players and generate sales. Players may hesitate to purchase a multiplayer game late in its life cycle due to concerns about active multiplayer and continued support. Premium and Premium+ games are particularly vulnerable to this.

Competition: A game may transition to F2P to compete with other titles in the genre. Offering a strong F2P title can disrupt competitors that still use Premium or Subscription pricing.

Rocky launches: Premium and Premium+ games depend heavily on initial launch sales. Transitioning to F2P can help revive a title after an underperforming launch.

Genre disruptions and changes in player expectations: Players expect certain pricing patterns based on market trends. Monitoring these trends and player expectations can help determine when transitioning to F2P is appropriate.

The dos of transitioning to F2P

Consider the following when transitioning to F2P:

Do: Make projections to see if F2P is right for you

Before transitioning, calculate whether F2P will support the development costs of maintaining the game. Otherwise, investing in a new game may be more beneficial. Calculate projected growth in users and reduction in average revenue per user (ARPU) to assess if the transition is advantageous.

Use this formula to calculate projected revenue:

Projected Revenue = Average Monthly Active Users (AMAU) x Average Revenue Per Monthly Active User (ARPMAU)

Start by estimating growth in monthly active users (MAU). Project multiple scenarios by multiplying your MAU by 10, 7, and 5 to create three audience growth projections after going free.

Next, project changes to your revenue or ARPMAU. This will decrease as MAU increases because new F2P players are less likely to make purchases. Begin by halving your ARPMAU (for example, if your pre-transition average revenue is $2, start with $1). This represents the best-case scenario. Then assume half again ($0.50) and a worst case below that (for example, $0.25).

Using the formula, calculate three values by substituting your AMAU:

Projected Revenue High = (AMAU x 10) x (Current ARPMAU x 0.5)
Projected Revenue Medium = (AMAU x 7) x (Current ARPMAU x 0.25)
Projected Revenue Low = (AMAU x 5) x (Current ARPMAU x 0.125)

Creating projections for F2P revenue and comparing them to your current studio burn rate will help determine if adopting a new business model is viable. The increase in MAU depends on market saturation, genre, and seasonality.

Do: Focus on retaining your seasoned and newer players

A transition to F2P often causes a surge in new players, but retaining your existing player base is vital. Legacy players are crucial for measuring the transition’s success. Consider granting them a legacy reward, such as cosmetics or accessories unavailable to the F2P audience, to recognize their early adopter status for the game’s remaining life.

Welcome new players by reworking the first-time user experience (FTUE), including tutorials, to ensure accessibility and improve retention. In multiplayer games, consider skill-based matchmaking to prevent frustration among legacy players due to changes in the player base.

Image of the POP:ONE Original Banana Bundle

POPULATION: ONE created a legacy reward bundle for existing players that included $80 worth of exclusive content.

Do: Teach players to shop and encourage spending within the first seven days of download

One effective way to encourage spending is to teach players how to shop. Direct players to the store during their first session and prompt them to make a purchase with in-game currency on something valuable. Onboarding players to navigate the store increases spending by familiarizing them with the process and showing how to use earned rewards.

Players who spend within their first week are more likely to spend again. Conversely, those who do not convert to players in the first week rarely make transactions. Consider adding a starter pack for new players to help them catch up with older players. Provide tools, weapons, simple but distinct cosmetics, or consumables like experience boosters. Starter packs often accelerate early gameplay and improve retention.

Image of the POP:ONE starter pack for new players

POPULATION: ONE, which transitioned to F2P, offers starter packs that help new players stand out with eye-catching skins at a discounted price.

Do: Redesign your core loop and examine and rebalance gameplay

Transitioning to F2P requires significant gameplay changes, especially to the in-game economy, since the game is no longer sold for a flat rate. Key areas to rebalance include:

Compensate for lost upfront revenue by redesigning monetization, microtransaction offerings, and the in-game economy.

Add return mechanics that feed into the economy, such as level progression systems, daily quests, and sign-in bonuses.

Extend progression by adding additional paths that allow non-spenders to progress without spending.

Rebalance the in-game economy and progression systems to prevent players from earning currency or leveling faster than the game supports, which can limit monetization or cause player churn. This process often requires evaluating the game’s design, progression systems, and balance.

Do: Add telemetry tracking and experiment with your game

Telemetry allows you to gather data and track player actions on the back end, enabling testing, experimentation, and refinement of your economy without harming game quality. Experimentation is essential for testing different concepts and economy changes. Track the following key areas:

Economy: Monitor currency sinks and sources (in-game, premium, and experience) and check player wallet balances to understand currency acquisition and spending.

Player progression: Extend telemetry to include levels, experience gain, win/loss records, and energy system usage to monitor how quickly new players consume content.

The don’ts of transitioning to F2P

Consider the following don’ts when transitioning to F2P:

Don’t assume that your game is a good fit for F2P

Not all games suit the F2P model. For example, linear story-driven single-player narrative games are generally not good candidates for this transition. Continually assess if F2P fits your game, as risks exist. Not every studio can successfully transition to F2P. A game is better positioned to transition if it meets some of the following conditions:

The game is already or can be transitioned into a live-service title with frequent updates.

The game is primarily multiplayer or has a strong social element.

The game has an in-game store and currency or can easily add and integrate these systems.

The studio can support continuous content updates through live event planning and management.

The game’s store sells at least three cosmetics and/or utility microtransactions.

The game’s store can track player purchases and update dynamically from the server without requiring a game update (except for games under 700MB, where updates are quick and easy).

Don’t forget to advertise the change in price

If your game has been priced at $30 for years, update marketing materials to advertise the game as free. Reuse key art, trailers, and videos, and add a banner that says Now Free to Play. Place this banner on all advertising materials and relaunch your campaign to attract new and returning players. Transitioning to F2P requires a new marketing campaign to maintain a consistent audience. Besides updating marketing, provide players with a reason to check out the game. When POPULATION: ONE went F2P, BigBox released a major content update alongside the transition. Introducing exciting new content signals ongoing support to new, existing, and returning players.

Example image of a change list for major content updates

Adding a change list to social media channels is an effective way to market updates that come with F2P.

Don’t let F2P aspects degrade game quality

Beware of perceived quality degradation in areas like matchmaking. Lowering the barrier to entry for F2P may bring younger or less experienced players. Maintaining proper matchmaking design is critical to keep skilled and legacy players engaged. Separating veteran players from new players helps maintain a consistent experience for both groups. Since F2P broadens the audience, be vigilant about griefing and trolling, as revolving door players can affect the experience of legacy and serious players.

Example image of Vail's hybrid F2P model shop

VAIL’s hybrid F2P model gives players multiple options: they can purchase individual microtransactions like those shown above or unlock all game modes with the Full Access pass shown below.

Example image of Vail's Full Access purchase screen

Don’t neglect testing before releases

Failing to test changes before release is a significant risk. Since changes go live immediately, thorough testing is essential to prevent negative player perceptions.

Meta offers Phased Release Tools on the Developer Portal, enabling developers to roll out new builds gradually, starting at 5%, then increasing to 20%, 50%, and finally 100%. This controlled rollout functions like an A/B test, allowing accurate measurement of each release phase’s impact. This tool is best suited for apps supporting multiple builds simultaneously.

Note: Data is available through the developer relationship team for managed developers. To collect meaningful data, pause the rollout at the 50% stage for at least one week before proceeding to full release.

Don’t leave out a roadmap or forget to message changes to players

Omitting a content roadmap for at least one to two years ahead is a significant mistake. Players often feel uneasy during an F2P transition due to many changes. A roadmap provides clarity on the game’s vision as it settles into the F2P model.

Craft a compelling roadmap and adhere to its releases to increase credibility and ensure a smoother transition. When setting dates, be accurate without overcommitting. It is better to promise “Spring 2026” rather than “March 2026” if there is any risk of missing the date.

As part of its F2P transition announcement, POPULATION: ONE included a content roadmap that gave legacy players a clear view of upcoming updates by mixing firm dates with general timelines.

Open and transparent communication with your player base before and during the transition is critical to avoid confusion or frustration. Messaging should include:

Reassurance of the game’s health

The date of change

Details on new changes and additions

Steps for rewarding legacy players (if any)

A forward-looking content roadmap

Information on the new player experience, such as beginner bundles

A transition to F2P can be a pivotal moment for players. Consider compensating existing players through legacy status or access to the newest battle pass. Transparent and generous communication can encourage downloads as existing players invite friends to join.

Image of Rocket League's going F2P announcement

When Rocket League shifted to F2P, the studio clearly explained what the change meant for the game, what it would and would not affect, and the legacy rewards players who purchased the game could expect.

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