First and foremost, Weidemann instructed that naturally a game must be fun to attract (free-to-play) users, that is a no-brainer. But once in the game, these free-to-play users need to be monetized as efficiently as possible to generate revenue, to make it a sustainable service business-wise. Weidemann declared that monetization has now become the “most crucial and integral part of game design” – something the social game developers have to think about from the beginning. Rather candidly, Weidemann acknowledged that in Settlers Online they are “monetizing all the weakness of people,” i.e. using the seven biblical sins to drive business: Vanity (showing off), Envy (introduce rarity), Gluttony (consumable items), Lust (instant gratifications/upgrades), Anger (use hate to sell e.g. better weapons), Greed (production increases, trading), Sloth (sell comfort).