A quick glance at the app stores reveals that three basic monetization models have emerged for games " charging consumers directly, running ads within the game, and instigating the consumption of virtual goods or other in-app purchases. Each comes with its own set of advantages and challenges, and some developers employ a combination of these methods. In this session, industry experts from across the monetization spectrum will discuss the analyses that led to their decisions, and will offer suggestions to developers who are ready to go big, but aren't yet sure about the best way to generate optimal revenue.