What are some methods of influencing player behavior to encourage frequent play and in-game purchases?

This question is pretty tough but it will depend on the type of game it is. For instance, Genshin impact uses characters to maintain its players. With the addition of the Teapot update players are free to express their creativity in a controlled environment.

Call of Duty allows players to chat and challenge each other. The reward of points or equipment gives one advantage and for those who want to go quick tend to buy

So far those are two games I can mention

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