Maximizing Revenue through Free-to-Play: A Comprehensive Guide to Monetizing Your Game

Are you a game developer looking to turn your free game into a profitable venture? Look no further! This guide will walk you through the various ways to monetize your free game and maximize your revenue. From in-app purchases to advertising, we’ll explore the pros and cons of each monetization strategy and help you find the right balance between monetization and user experience. With practical tips and insights from industry experts, you’ll be well on your way to turning your free game into a successful business. So, let’s dive in and discover the secrets to maximizing revenue through free-to-play gaming!

Understanding Free-to-Play Games

The basics of free-to-play games

Free-to-play games are a type of video game that can be played without the need to pay any upfront cost. Instead, players can download the game and start playing it for free. However, there are various ways for players to spend money within the game, such as purchasing in-game items or accessing premium features. This model is also known as “freemium” and has become increasingly popular in recent years.

One of the main advantages of free-to-play games is that they provide a low-risk entry point for players. This means that players can try out the game without having to invest any money, which can be a significant barrier for some people. Additionally, free-to-play games often have a wider audience, as they are accessible to players who may not have the financial resources to purchase a full-priced game.

Another benefit of free-to-play games is that they can generate significant revenue for developers. By offering in-game purchases and other monetization options, developers can earn money from players without having to rely solely on the initial sale of the game. This model has proven to be highly successful, with many free-to-play games generating millions of dollars in revenue each year.

However, it’s important to note that free-to-play games are not without their criticisms. Some players feel that the monetization options can be intrusive and detract from the overall gaming experience. Additionally, some games may be designed in a way that encourages players to spend money excessively, leading to what is known as “pay-to-win” scenarios.

Overall, free-to-play games can be a great way to monetize a game while still providing players with a high-quality gaming experience. By understanding the basics of free-to-play games and implementing effective monetization strategies, developers can maximize their revenue and create a successful game.

Why free-to-play games are popular

Free-to-play games have gained immense popularity in recent years due to several factors that have contributed to their success. Some of the reasons why free-to-play games are popular include:

• Accessibility: One of the primary reasons why free-to-play games are popular is that they are easily accessible to a wide range of players. These games do not require any upfront payment, which makes them accessible to players who may not have the financial means to purchase games. Additionally, free-to-play games are often available on multiple platforms, including mobile devices, computers, and consoles, which makes them accessible to a broad audience.
• Low risk: Another reason why free-to-play games are popular is that they pose a low risk to players. Since players do not have to pay to play the game, they can try out the game without any financial risk. This allows players to experiment with different games and find the ones that they enjoy the most.
• Freemium model: Free-to-play games often use a freemium model, which allows players to access the game for free but charges them for premium features or in-game purchases. This model allows players to enjoy the game without making any purchases, but also provides them with the option to enhance their gaming experience by making additional purchases.
• Engaging gameplay: Finally, free-to-play games are popular because they offer engaging gameplay that keeps players coming back for more. These games often feature addictive mechanics, such as rewards, achievements, and leaderboards, that encourage players to keep playing and spending money. Additionally, many free-to-play games offer social features, such as multiplayer modes and in-game chat, that allow players to connect with others and share their experiences.

Overall, the combination of accessibility, low risk, freemium model, and engaging gameplay has contributed to the popularity of free-to-play games. By understanding why these games are popular, game developers can create effective monetization strategies that maximize revenue while providing a positive gaming experience for players.

Choosing the Right Monetization Model

In-app purchases

In-app purchases (IAP) is a popular monetization model for free-to-play games, allowing players to buy virtual goods and services within the game. IAP can be an effective way to generate revenue, but it’s crucial to implement it correctly to maximize profits. Here are some key considerations when using IAP:

Offering Valuable Items

Players are more likely to make in-app purchases if they perceive the items they are buying as valuable and worth the price. Offer a range of items with different prices and benefits, so players can choose what they find most valuable. Ensure that the items are relevant to the game and enhance the player’s experience.

Balancing Economy

A well-balanced economy is essential for IAP success. Set prices that reflect the item’s value and ensure that players can earn enough in-game currency to make purchases. If players can easily earn enough currency to buy high-value items, they may be less likely to make IAP.

Cross-promotion

Promote your other games to players who have made in-app purchases. Cross-promotion can help increase the lifetime value of players and encourage them to spend more money in your other games.

Easy and Seamless Purchase Process

Make the purchase process as simple and straightforward as possible. Avoid friction in the purchase process, such as excessive clicks or confusing menus, as this can lead to a higher cart abandonment rate. Offer a guest checkout option for players who don’t want to create an account, and ensure that the payment process is secure and reliable.

Tracking and Analytics

Implement tracking and analytics to monitor the performance of your IAP offers. This data can help you identify which items are most popular, which pricing strategies are most effective, and how to optimize the purchase process. Use this information to make data-driven decisions and improve your IAP offers over time.

Regular Updates and Promotions

Keep the game fresh with regular updates and promotions. This can help drive engagement and encourage players to make in-app purchases. Consider offering limited-time deals, special events, or seasonal promotions to keep players interested and excited about your game.

Testing and Optimization

Test different IAP offers, prices, and promotions to find out what works best for your game. Experiment with different approaches and use data to make informed decisions. Continuously optimize your IAP offers to maximize revenue and improve the player experience.

Advertising

When it comes to monetizing a free-to-play game, advertising is one of the most common and straightforward methods. By displaying ads within the game, developers can generate revenue by charging advertisers to show their content to a large audience. However, there are a few things to consider when choosing the advertising model:

• Types of Ads: There are several types of ads that can be displayed in a game, including banner ads, interstitial ads, and video ads. Each type of ad has its own advantages and disadvantages, and developers should choose the type of ad that best fits their game and audience.
• Ad Placement: The placement of ads within the game can also impact revenue. Ads that are intrusive or distract from the gameplay experience can be annoying to players and may lead to a negative user experience. On the other hand, ads that are placed in non-intrusive areas or that are integrated into the game can be more effective.
• Frequency: The frequency of ads can also impact revenue. Too many ads can be overwhelming to players and may lead to a negative user experience. On the other hand, too few ads may not generate enough revenue. Developers should find a balance that works for their game and audience.
• Ad Quality: The quality of the ads can also impact revenue. Ads that are irrelevant or low-quality may not generate as much revenue as ads that are relevant and high-quality. Developers should work with advertisers to ensure that the ads being displayed are of high quality and relevant to their audience.

Overall, advertising can be a highly effective way to monetize a free-to-play game. However, it is important to consider the types of ads, placement, frequency, and quality when implementing this monetization model. By finding the right balance, developers can maximize revenue while providing a positive user experience for their players.

Virtual goods and currency

Virtual goods and currency are a popular monetization model for free-to-play games. They allow players to purchase virtual items, such as in-game currency, skins, and power-ups, using real money. This model has several advantages, including:

• Recurring revenue: Players can purchase virtual goods multiple times, generating recurring revenue for the game.
• High margins: Virtual goods and currency can be sold at a high profit margin, as they require minimal production costs.
• Flexibility: Developers can adjust the availability and pricing of virtual goods and currency to optimize revenue.

However, there are also some potential drawbacks to this model, including:

• Pay-to-win: If virtual goods and currency are not balanced, players who spend more money may have an unfair advantage over those who do not.
• Player dissatisfaction: Players may feel that virtual goods and currency are too expensive or not worth the cost, leading to player dissatisfaction and churn.

To maximize revenue through virtual goods and currency, it is important to:

• Balance the economy: Ensure that virtual goods and currency are balanced and accessible to all players, regardless of how much they spend.
• Offer value: Ensure that virtual goods and currency offer real value to players, and are not simply a way to extract money from them.
• Test and iterate: Continuously test and iterate on the pricing and availability of virtual goods and currency to optimize revenue.

Subscription models

When it comes to monetizing your free-to-play game, subscription models can be a powerful tool in your monetization arsenal. Subscription models involve charging players a recurring fee in exchange for access to premium content or features. Here are some key considerations to keep in mind when implementing a subscription model for your free-to-play game:

1. Determine the value proposition: The first step in implementing a subscription model is to determine the value proposition that you will offer to players. This could include access to exclusive content, premium game features, or other perks that are not available to non-subscribers. It’s important to ensure that the value proposition is compelling enough to justify the cost of the subscription fee.

2. Set the right price: Once you have determined the value proposition, you’ll need to set the right price for your subscription. This will depend on a variety of factors, including the perceived value of the content or features you are offering, the competition in your market, and the willingness of players to pay for premium content.

3. Offer flexible payment options: To make it easier for players to sign up for your subscription model, it’s important to offer flexible payment options. This could include monthly, quarterly, or annual payment plans, as well as the option to cancel at any time.

4. Communicate the benefits of subscribing: To encourage players to sign up for your subscription model, it’s important to communicate the benefits of subscribing clearly and effectively. This could include in-game notifications, email campaigns, or other marketing efforts designed to highlight the value of your premium content or features.

5. Provide ongoing support and engagement: Once players have signed up for your subscription model, it’s important to provide ongoing support and engagement to keep them coming back. This could include regular updates and new content, as well as customer support services designed to address any issues or concerns that may arise.

Overall, subscription models can be a powerful tool for monetizing your free-to-play game. By offering a compelling value proposition, setting the right price, offering flexible payment options, communicating the benefits of subscribing, and providing ongoing support and engagement, you can build a loyal community of subscribers and maximize revenue for your game.

Optimizing the Player Experience

Creating engaging content

Creating engaging content is crucial for maximizing revenue in a free-to-play game. This section will explore some best practices for designing and implementing content that keeps players engaged and invested in your game.

Keep it fresh

One of the keys to keeping players engaged is to regularly update and refresh the content in your game. This can include new levels, game modes, characters, and items. By keeping the content fresh, you can keep players coming back for more and prevent them from getting bored with the same old content.

Offer a variety of content

Another important aspect of creating engaging content is to offer a variety of different types of content. This can include different game modes, levels, characters, and items. By offering a variety of content, you can cater to different player preferences and keep players engaged for longer periods of time.

Make it accessible

In addition to being fresh and varied, the content in your game should also be accessible to all players. This means designing content that is appropriate for players of all skill levels and that provides a clear path for progression. By making the content accessible, you can ensure that all players can enjoy and engage with your game.

Balance progression and rewards

Finally, it’s important to balance the progression and rewards in your game. This means ensuring that players are able to progress through the content at a reasonable pace, while also being rewarded for their efforts. By balancing progression and rewards, you can create a sense of accomplishment and satisfaction for players, which can help keep them engaged and invested in your game.

Balancing gameplay and monetization

Creating a seamless integration of monetization in a free-to-play game requires a delicate balance. The key to success lies in providing a high-quality gaming experience while still allowing players to make in-game purchases. To achieve this equilibrium, consider the following strategies:

• Careful implementation of monetization: Introduce monetization options that complement the gameplay, such as premium currency, in-game items, or bonuses. Avoid excessive and intrusive advertisements, as they can hinder the overall experience and potentially drive players away.
• Progressive difficulty: Gradually increase the challenge of the game to encourage players to make in-game purchases for additional benefits, such as boosters or extra lives. This approach ensures that players remain engaged and motivated to spend money while still maintaining a sense of achievement.
• Transparent pricing: Clearly communicate the cost and value of in-game items and currency to avoid confusion or frustration among players. Providing a detailed description of each item or bonus and its impact on gameplay can help players make informed decisions about their purchases.
• Variable difficulty: Offer a range of difficulty settings, allowing players to choose a more relaxed experience or challenge themselves with more demanding gameplay. This flexibility can help cater to a wider audience and increase the appeal of the game.
• Regular content updates: Maintain player interest by consistently releasing new levels, game modes, or events. This strategy not only keeps the game fresh but also encourages players to continue spending money on in-game items or currency to advance through the content.
• Player feedback and analytics: Regularly gather feedback from players and analyze in-game behavior to identify areas where monetization can be improved or refined. Adjusting the monetization strategy based on player feedback and data can lead to higher revenue and player satisfaction.

By carefully balancing gameplay and monetization, developers can create a positive player experience that encourages spending while still providing an enjoyable and engaging gaming experience.

Managing player expectations

In order to maximize revenue through free-to-play (F2P) games, it is essential to manage player expectations effectively. Players must understand the value of in-game items and the cost associated with them. Mismanaged expectations can lead to frustration and churn, resulting in a negative impact on revenue.

One effective strategy for managing player expectations is to provide clear and transparent information about the game’s monetization model. This includes disclosing the cost of in-game items and the benefits they provide. Additionally, it is important to communicate the value of these items to the player, highlighting how they can enhance the player’s experience and progress in the game.

Another strategy is to provide a balance between free and paid content. Offering a mix of free and paid content can create a sense of achievement for players who can progress through the game without spending money, while also providing the option for players to accelerate their progress with in-game purchases. This approach can help to mitigate the risk of player churn by ensuring that players feel they have a choice in how they engage with the game.

Furthermore, it is important to test and iterate on the monetization model to ensure that it is effective and resonates with players. This involves analyzing player behavior and adjusting the monetization model accordingly. For example, if players are not purchasing certain in-game items, it may be necessary to adjust the cost or value proposition of those items to make them more appealing to players.

Overall, managing player expectations is a critical aspect of maximizing revenue through F2P games. By providing clear and transparent information, offering a balance between free and paid content, and testing and iterating on the monetization model, game developers can create a positive player experience that drives revenue growth.

Marketing and Promotion

Utilizing social media

In today’s digital age, social media platforms have become a powerful tool for game developers to reach out to their target audience and promote their games. Here are some ways in which game developers can utilize social media to maximize revenue through free-to-play games:

• Creating a strong social media presence: Developers should create social media accounts on platforms such as Facebook, Twitter, Instagram, and YouTube, and regularly post updates about their games, including new features, events, and promotions. This helps to build a community around the game and keeps players engaged.
• Running social media contests: Developers can run contests on social media platforms to encourage player engagement and attract new players. For example, they can ask players to share screenshots of their in-game achievements or to create fan art, and reward the best entries with in-game currency or other prizes.
• Utilizing influencer marketing: Developers can partner with social media influencers who have a large following in the gaming community to promote their games. Influencers can create videos showcasing the game’s features, stream live gameplay sessions, and share their experiences with their followers. This helps to increase the game’s visibility and attract new players.
• Offering exclusive content and promotions: Developers can offer exclusive in-game content or promotions to players who follow the game’s social media accounts or share its posts. This creates a sense of exclusivity and encourages players to engage with the game’s social media channels.
• Engaging with the community: Developers should actively engage with their social media followers by responding to comments and messages, asking for feedback, and addressing player concerns. This helps to build trust and fosters a sense of community around the game.

By utilizing social media effectively, game developers can reach a wider audience, build a loyal player base, and maximize revenue through free-to-play games.

Building a community

When it comes to maximizing revenue through free-to-play, building a community is essential. A strong community can help promote your game, provide valuable feedback, and encourage player retention. Here are some strategies for building a community around your free-to-play game:

1. Engage with your players: The most effective way to build a community is to engage with your players. Encourage them to share their experiences, provide feedback, and ask questions. Respond to their inquiries and feedback in a timely manner, and show that you value their opinions.
2. Create a forum or Discord server: A forum or Discord server is a great way to foster community engagement. These platforms allow players to discuss the game, share tips and strategies, and connect with other players. Consider hosting events or contests on these platforms to encourage engagement.
3. Utilize social media: Social media is a powerful tool for building a community. Share updates, behind-the-scenes content, and engage with players on platforms like Twitter, Facebook, and Instagram. Consider partnering with influencers or streamers to reach a wider audience.
4. Host events and tournaments: Hosting events and tournaments is a great way to encourage player engagement and build a sense of community. Consider hosting weekly events or monthly tournaments, and offer in-game rewards or prizes to encourage participation.
5. Foster a positive community culture: Building a positive community culture is essential for retaining players and encouraging engagement. Encourage players to be respectful and supportive of one another, and consider implementing a code of conduct to ensure that all players feel welcome.

By implementing these strategies, you can build a strong community around your free-to-play game, which can help promote your game, provide valuable feedback, and encourage player retention.

Leveraging influencers

Leveraging influencers is a strategy that can help to increase the visibility of your free-to-play game and attract new players. Influencers are individuals who have a large following on social media platforms such as YouTube, Twitch, and Twitter, and who can help to promote your game to their audience.

There are several ways to leverage influencers to promote your free-to-play game:

1. Provide early access to the game: One way to incentivize influencers to promote your game is to provide them with early access to the game. This allows them to stream the game and provide their audience with a sneak peek of what to expect.
2. Offer exclusive content: Another way to entice influencers to promote your game is to offer them exclusive content that is not available to the general public. This could include in-game items, cosmetics, or other bonuses that can be unlocked by playing the game.
3. Sponsor their content: You can also sponsor influencer content by paying them to create videos or streams that showcase your game. This can be an effective way to reach a large audience and generate buzz around your game.
4. Collaborate on events: You can also collaborate with influencers to host events that promote your game. For example, you could partner with an influencer to host a tournament or competition that encourages players to try out your game.

Overall, leveraging influencers can be a powerful way to promote your free-to-play game and attract new players. By providing early access to the game, offering exclusive content, sponsoring content, and collaborating on events, you can increase the visibility of your game and generate buzz around your brand.

Tracking and Analyzing Performance

Tracking and analyzing performance is a crucial aspect of maximizing revenue through free-to-play games. By monitoring key metrics, such as user engagement, retention, and revenue, game developers can gain valuable insights into how their game is performing and identify areas for improvement.

One important metric to track is user engagement, which can be measured by the amount of time users spend playing the game, the number of sessions played, and the frequency of in-game purchases. By analyzing these metrics, game developers can identify which features of the game are most engaging to users and prioritize developing content that drives engagement.

Another important metric to track is user retention, which measures how many users return to the game after their first session. High user retention rates indicate that the game is engaging and enjoyable for users, while low retention rates may indicate that users are not finding the game rewarding enough to continue playing.

In addition to tracking user engagement and retention, it’s also important to monitor revenue metrics, such as the average revenue per user (ARPU) and the lifetime value (LTV) of a user. These metrics can help game developers understand how much revenue they can expect to generate from each user and the long-term value of each user to the game.

By tracking and analyzing these metrics, game developers can make informed decisions about how to optimize their free-to-play game to maximize revenue. This may involve tweaking in-game mechanics, adding new content, or adjusting monetization strategies to better align with user behavior.

Continuously improving monetization strategies

Continuously improving monetization strategies is essential for maximizing revenue in a free-to-play game. Here are some tips for doing so:

• Analyze data: The first step in improving monetization strategies is to analyze data on player behavior, including how they spend money in the game. This can help identify areas where revenue can be increased, such as by introducing new monetization methods or optimizing existing ones.
• Test and iterate: Once potential areas for improvement have been identified, it’s important to test different monetization strategies to see what works best. This can involve A/B testing different prices or offerings, or running promotions to encourage players to spend money in the game.
• Stay up-to-date with industry trends: The free-to-play gaming industry is constantly evolving, and it’s important to stay up-to-date with the latest trends and best practices. This can involve attending industry events, reading industry publications, and networking with other developers and publishers.
• Collaborate with other teams: Improving monetization strategies often requires collaboration with other teams, such as product development, design, and marketing. By working together, these teams can identify opportunities for improving monetization and ensure that any changes are implemented effectively.
• Focus on player retention: Finally, it’s important to focus on player retention as a key factor in maximizing revenue. By keeping players engaged and invested in the game, they are more likely to spend money on in-game purchases or subscriptions. This can involve implementing features that encourage repeat play, such as daily challenges or leaderboards, or offering incentives for referring friends to the game.

Staying up-to-date with industry trends

Staying up-to-date with industry trends is crucial for the success of your free-to-play game. By keeping track of the latest developments and innovations in the gaming industry, you can adapt your marketing and promotion strategies to capitalize on new opportunities and stay ahead of the competition. Here are some key considerations to keep in mind:

• Analyzing Competitors: Keep a close eye on what your competitors are doing, and take note of what works and what doesn’t. This can give you valuable insights into what strategies are effective, and what you can do differently to stand out from the crowd.
• Understanding Player Behavior: Understanding player behavior is essential for designing effective marketing and promotion strategies. By tracking player engagement, retention, and churn rates, you can identify trends and patterns that can help you optimize your game’s monetization.
• Experimenting with New Techniques: The gaming industry is constantly evolving, and new marketing and promotion techniques are emerging all the time. By experimenting with new techniques, you can stay ahead of the curve and find new ways to engage and retain players.
• Keeping up with Industry News: Staying informed about the latest news and trends in the gaming industry is crucial for staying ahead of the curve. Follow industry blogs, attend conferences and events, and network with other professionals in the field to stay up-to-date on the latest developments.

By staying up-to-date with industry trends, you can ensure that your marketing and promotion strategies are always relevant and effective, and that you are always one step ahead of the competition.

Summarizing key takeaways

To maximize revenue through free-to-play (F2P) games, it is essential to implement effective marketing and promotion strategies. The following are some key takeaways to consider when promoting your F2P game:

• Define your target audience: Identify the demographics and interests of your target audience to tailor your marketing efforts.
• Choose the right marketing channels: Utilize a mix of paid and organic channels, such as social media, influencer marketing, and app store optimization, to reach your target audience.
• Leverage in-game mechanics: Use in-game mechanics, such as daily rewards and leaderboards, to encourage player engagement and retention.
• Focus on user acquisition: Invest in user acquisition strategies, such as free download promotions and cross-promotion, to attract new players to your game.
• Monitor and optimize: Continuously monitor and optimize your marketing efforts to ensure that you are reaching your target audience and maximizing revenue.

By following these key takeaways, you can create an effective marketing and promotion strategy for your F2P game and increase revenue.

The future of free-to-play game monetization

The landscape of free-to-play game monetization is constantly evolving, and it’s important for developers to stay ahead of the curve in order to maximize revenue. Here are some trends and strategies to consider for the future of free-to-play game monetization:

• Emphasis on player retention: With the increasing competition in the gaming industry, retaining players is becoming more important than ever. Developers are focusing on improving the player experience and providing incentives to keep players engaged over the long term. This includes offering regular updates and events, as well as implementing social features that encourage players to invite friends and share their progress.
• Increased use of data and analytics: As data collection and analysis become more sophisticated, developers are using these tools to better understand player behavior and preferences. This enables them to create more targeted marketing campaigns and make data-driven decisions about game design and monetization. For example, developers can use data to identify which in-game items are most popular and adjust their pricing strategy accordingly.
• More diverse monetization models: While traditional in-game purchases remain a popular monetization strategy, developers are also exploring other options. This includes subscription models, where players pay a monthly fee for access to premium content and features, as well as bundled sales and cross-promotion with other games. By diversifying their monetization models, developers can appeal to a wider range of players and increase overall revenue.
• Growing importance of mobile: Mobile gaming is continuing to grow in popularity, and free-to-play games are a major contributor to this trend. Developers are focusing on creating mobile-optimized experiences that take advantage of the unique features of mobile devices, such as touch controls and location-based features. This includes creating smaller, more casual games that can be played on the go, as well as adapting existing PC and console games for mobile.
• Increased focus on esports and competitive play: As esports becomes more mainstream, there is a growing opportunity for free-to-play games to capitalize on this trend. Developers are creating games that are specifically designed for competitive play, with features like in-game tournaments and leaderboards. This can help to drive player engagement and increase revenue through sponsorships and advertising.

By staying up-to-date with these trends and strategies, developers can position themselves for success in the competitive world of free-to-play game monetization.

FAQs

1. What is a free-to-play game?

A free-to-play game is a type of video game that can be played without any upfront payment, but offers players the option to purchase in-game items or access to premium content.

2. How can I monetize a free-to-play game?

There are several ways to monetize a free-to-play game, including in-game purchases, advertisements, and offering premium content or features for a fee.

3. How do in-game purchases work in a free-to-play game?

In-game purchases allow players to buy virtual items or currency within the game, which can be used to purchase premium content or access to advanced features. These purchases can be made through the game itself or through an online store.

4. How do I determine which in-game items to offer for sale?

When determining which in-game items to offer for sale, it’s important to consider the value that they provide to the player and the overall game experience. Items that offer significant advantages or are highly desired by players are likely to generate more revenue.

5. How do I effectively advertise in a free-to-play game?

To effectively advertise in a free-to-play game, it’s important to choose relevant and engaging ads that are likely to appeal to the game’s target audience. Additionally, strategic placement of ads within the game can help increase their visibility and effectiveness.

6. How can I offer premium content or features in my free-to-play game?

To offer premium content or features in a free-to-play game, you can create a separate area or section within the game that can only be accessed by players who have purchased a subscription or one-time access pass. This can include exclusive levels, items, or other special content.

7. How do I balance monetization and gameplay in a free-to-play game?

To balance monetization and gameplay in a free-to-play game, it’s important to ensure that players can enjoy the game without feeling pressured to make purchases. This can be achieved by offering a range of in-game items and content at different price points, and providing players with a clear understanding of the benefits of each item.