Dynamic difficulty adaptation (DDA) is an important strategy in game-making. But what are its effects from a marketing point of view? How does it impact customer retention and monetization, both immediately and over time? Where does it fit into a company’s strategy across the game marketing mix? Find answers to these questions in a new working paper by GDP’s Julian Runge and his co-authors Eva Ascarza from Harvard Business School and Oded Netzer from Columbia University.