What motivates players to download a game and continue playing it? The answer lies in-game mechanics and marketing that leverage behavioral psychology principles to help users realize their goals and their innate desire to connect with others. Our host Peggy Anne Salz catches up with Paula Neves, a Product Manager at Square Enix, who describes herself as a “gamer turned psychologist turned marketer” working in mobile free-to-play games. They take a tour of the models and frameworks that marketers need to know to match the app experience they offer and the audience they want to attract. Paula, a Mobile Hero recognized for her accomplishments, weighs in on how we are hardwired to love gameplay that keeps us on our toes and shares how marketers can design loops and flows that deliver fun and drive revenues.