Learn about key data signals for identifying underperforming in-app purchase monetization in games and discover strategies to improve buyer conversion and revenue growth. Explore the Revenue Tree concept and dive into topics such as LiveOps, revenue heartbeat, and revenue volatility. Understand the importance of predictable unpredictability in game monetization and analyze revenue distribution across player deciles. Examine a real-world example game to evaluate its value proposition and gain insights on improving game design and overall performance. This 27-minute talk, presented by Adam Carpenter, Head of Developer Business Growth at Google Play, is part of the Games track at Playtime EMEA 2018.