If you think Candy Crush has lives to push you into spend money on the game, you are wrong. Having lives in a game is a strategy that influences the retetion of a game.
Imagine that you have a whole cake to eat and you can eat as much as you want. If you eat half of the cake right away today, you are not gonna want eat more tomorrow. However, if you eat just a slice today, you will want to eat more tomorrow. After a few days you ate the whole cake.
This metaphor is a good example of the use of lives/energy system in a game. Running out of lives makes you stop playing making you want to play more. This has a great positive impact on retention. Work balancing your game so that the player don’t play continuously without stopping. That’s right! Make the player go away, but with a good reason to come back.
Having lives is something that works very well on Cupcake games. Spending money to recover lives is a very small piece of our revenue. And it shouldn’t be different.