Mobile game monetization is a moving target, and since each game is unique, there’s no one-size-fits-all approach. Still, if there’s anyone who understands the intricacies of monetization strategies, it’s Pepe Cantos, chief monetization officer and head of product at Barcelona-based publisher Social Point.

Cantos benchmarks all top-notch free-to-play titles when figuring out how to boost monetization KPIs for Social Point’s games. But he also thinks beyond the basic KPIs — looking at ad-hoc metrics that take the context of games into account when evaluating performance.