In May 2018, Fortnite, a free-to-play video game, generated $318 Million dollars in revenue from in-game purchases.

What separates them from all the other games following a similar structure is that the purchases had absolutely zero impact on game play – no extra lives, special moves, or power weapons.

Every purchase was for purely cosmetic purposes.

In today’s episode I break down the three things the players are signaling to themselves and each other with these cosmetic changes, why those signals are hard-wired into our brains, and how you can do the same thing in your real life for much better results.