Industry Trends
5 min
By
Puli Liyanagama
CTO & Co-founder
Apr 30, 2025
Real Life Perspective On Pricing in Gaming
Does this seem fair to you? Pricing the same sword at $5 in a country where the GDP per capita is $82k and another where it’s just $14k?
I grew up in Sri Lanka, where the average income is a fraction of what it is in the UK or US. As a kid, I loved games, but premium content felt out of reach. We found workarounds, trading game discs at second-hand shops, pooling money with friends to buy a single shared account, or playing endlessly on free-to-play versions while watching others enjoy the full experience. For so much of the world, rigid pricing models mean them being excluded from fully participating in gaming.
It’s a shame because gaming has the power to connect people globally, creating shared experiences of joy, discovery, and connection. Yet financial barriers keep millions of players on the sidelines, unable to access premium content—not because they don’t want to, but because they can’t afford to.
The problem lies in how we think about fairness versus inclusiveness. Many argue that charging $5 for the same sword in both the US and Mexico is fair because it’s impartial. But is it really fair if it excludes so many players? At $5, a large percentage of players in lower-income regions simply can’t engage with premium content. Impartiality, while equal on the surface, often ends up being neither fair nor inclusive.
The numbers are stark: 75% of the global population lives in the Global South, where affordability is vastly lower than in wealthier nations. Yet we continue to price in-game offers as if every player lives in the same economic conditions. It’s not just outdated; it’s bad for players and for business.
Inclusiveness should be the goal. By tailoring pricing to reflect local economic realities, game developers can open their doors to untapped markets and ensure more players feel part of the gaming community. It’s not about cheapening the value of premium content; it’s about making participation possible for more people.
In this article, we explore the complexities of building pricing strategies that are both fair and inclusive, and how Metica’s technology is helping games remove barriers, making premium content more accessible and fostering a more connected, thriving global gaming ecosystem.
How The System Is Set Up: The Perfect Balance, A Game Design’s Winning Formula
Currently, game designers demonstrate their expertise by finding the sweet spot where gameplay speed and monetization potential align:
Gameplay Speed: Fast enough to retain attention and keep players engaged.
Monetization Potential: Balanced hurdles, priced appropriately, that encourage players to make purchases without alienating them.
This balance is what keeps players engaged while driving revenue. However, traditional pricing strategies often optimize for the “average” player, leaving many individuals—particularly in regions with lower purchasing power—unable to participate in the economy.
The Problem: Optimizing for Averages Isn’t Inclusive
Too often, games inadvertently exclude players in lower-income regions. This exclusion isn't about fairness; it’s about failing to consider the diverse economic realities of players worldwide. The result is a game economy that thrives in wealthier regions but leaves billions of dollars in potential revenue untapped in the Global South. Wouldn’t it be so much better to:
make games accessible to players everywhere, regardless of their economic circumstances.
unlock new revenue streams by reaching players who were previously priced out of premium content.
Why Haven’t Games Optimized for Inclusiveness Yet?
For most studios, uniform pricing has been the default for decades. But if its flaws are so apparent, why does it persist?
Operational Complexity: Adjusting prices for different regions is not as simple as changing a number. It requires differentiation, real-time adjustments, and infrastructure that many studios lack. Implementing and maintaining these systems can feel overwhelming, especially without the right tools.
Fear of Player Perception: Studios worry that regional pricing might lead to backlash from players in higher-priced regions or create friction within gaming communities.
Concerns About Exploitation: The fear that players might use VPNs to access lower prices or that gray-market resellers could take advantage of regional discounts. These risks make some studios hesitant to experiment with more inclusive pricing strategies.
The Solution: Contextual Bandits for Pricing Calibration
Metica’s contextual bandit technology addresses the problem by continuously learning and applying the optimal pricing calibration for each region—all while preserving the game’s core economy. Here’s how it works:
Dynamic Pricing Calibration: The same sword might be sold for $5 in the US, $1.70 in Mexico, and $2.80 in Spain. These price points are tailored to each region’s purchasing power while maintaining the same gameplay experience.
Preserving Gameplay Speed: Players across regions still require the same ~10 hours to complete gameplay. This ensures that pricing adjustments don’t disrupt the carefully balanced game economy.
Advanced Optimization: Granular Geos and Real-Time Learning
For large-scale games with global audiences, Metica’s system takes regional pricing further:
Granular Geos: Pricing can be optimized not just by country but by sub-regions within countries, enabling a more precise match to local economic realities.
Constant Learning: The system continuously adapts to subtle changes in player behavior, whether driven by updates to gameplay, shifts in purchasing trends, or competitive pressures from other games.
Why Trust Metica With This?
Building a robust regional pricing system is not just about having the right technology. It requires a deep understanding of player behavior, market dynamics, and the delicate balance between fairness and profitability.
Many studios underestimate the complexity of developing this in-house. It is not just about setting prices. It involves integrating real-time data, maintaining player trust, and ensuring scalability across multiple regions. The effort required to build and maintain such a system can drain valuable time and resources that would be better spent on creating great gaming experiences.
Metica removes this burden with a ready-to-use solution that enables studios to implement regional pricing seamlessly without the challenges of building and maintaining the infrastructure themselves.
Metica’s platform offers:
Automated Contextual Optimization: Real-time tools to adjust pricing without disrupting gameplay balance.
Scalability: A seamless solution that grows with your game’s audience and geographic reach.
Fraud Mitigation: Advanced anti-fraud measures to prevent VPN abuse and gray-market transactions.
The Results Speak for Themselves
Studios working with Metica have seen remarkable results:
Over 40% Revenue Uplift: Targeted regional pricing strategies have delivered significant increases in revenue.
Increased Engagement: Players feel valued when prices reflect their realities, leading to higher retention rates.
Expanded Player Base: Affordable offers bring in new cohorts of players who were previously priced out, many of whom transition from non-spenders to paying players. By addressing affordability, regional pricing not only grows the player base but also creates a more sustainable revenue model.
Regional pricing isn’t just a moral imperative—it’s a commercial opportunity.
The Path Forward: Building a More Inclusive Gaming Ecosystem
As the gaming industry continues to globalize, regional pricing is no longer optional. It is essential for studios looking to drive sustainable growth. By adapting prices to local markets, developers can create a more inclusive ecosystem where players everywhere can fully engage with the games they love.
At Metica, we are proud to be at the forefront of this shift. Using advanced contextual bandit technology, we empower studios to expand their player base, boost revenue, and build experiences that resonate across a diverse global audience.
The future of gaming is bigger, fairer, and more connected. Let’s build it together. Reach out to learn how Metica can help you unlock the full potential of regional pricing.
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