For social scientists the question about whether to include adverts in an application is a microcosm of the question about whether to monetize your app at all. The vast sums being made by a select few apps can appear tantalising in a frequently cash strapped discipline. In the case of Race the Wild there are conservation organisations that our game design relies on and to whom we would like to be able to offer financial remuneration in some way. But if that monetisation gets in the way of the user experience then app designers must think long and hard about the tradeoffs they are balancing and what the ultimate goals of their applications are. It is also of vital importance to consider that the few who make a lot through apps always skew the averages like those that were looked at in the first part of this blog series on revenue generation and leave the majority with fewer returns than their dot-com dream might have lead them to believe were possible.