Traditionally, the video game industry has relied on fixed upfront fee pricing schemes that gave unlimited content access after purchase (e.g., pay $60 for the base game with no surcharges). Recently, popular titles like Fortnite and Roblox have moved away from traditional pricing schemes, offering consumers the ability to download the game with basic content for free and pay additional fees for premium content using exclusive in-game currencies. Keeping in mind the principles of mental accounting, what are the pros and cons of this change from the perspective of: (1) the video game companies and (2) the consumers? If you were designing a pricing strategy for the video game company, are there any improvements that you would make to ensure that consumers don't feel like they are being exploited?

**consumer behavior