The tool will identify the gamers who are least likely to spend money in their games. Those players will then pay a price, by watching in-game advertisements that help developers still boost their revenue, even if players aren’t spending. Big spenders will left uninterrupted to continue playing, and hopefully spending money, in their favorite games.

Google also announced a plan to help developers re-target inactive players through a network of advertisements that, if all goes well, will encourage them to open their old apps and start playing.

Either way, gamers will have to pay a price, whether it’s by spending a few bucks for upgrades, or by letting their game play be interrupted with ads.