Interesting read especially given the direction ED seems to be going.
https://www.sciencedaily.com/releases/2019/09/190925133637.htm
For games with in-game purchase features, the more rounds a player plays, the more the player is likely to spend on in-game purchases, leading to better revenue generation; for games with in-game display ads, the more rounds a player plays the more ads the player sees, which leads to higher click through numbers and higher revenue. For games without either, revenue is boosted because engaged players are likely to upgrade to the premium or next version of the game.
https://www.sciencedaily.com/releases/2019/09/190925133637.htm
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