Most free to play games have a form of monetization. The most common forms are:

 - Ad Funding (advertisements - during gameplay and ads for rewards)

 - Micro-transactions (Purchasable Currency, small purchases)

 - DLC (Larger content packs, gameplay additions)

 - Subscriptions (Monthly payments for content)

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Many popular free games like Fortnite, Apex Legends, Team Fortress 2 use one or more of these kinds of monetization. 

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Games try to tempt players to make purchases. Players will be shown promotional material in menus or lobbies that advertise in-game. Limited time events with exclusive purchasable content, discounts etc

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In multiplayer games players will see players who purchased cosmetic items and be compelled to buy into it.

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Wales are people who spend much more than other players in games. They make up most of the profit of monetized games. Games appeal to wales with subscription services and expensive purchasing options.