Despite a growing academic interest in in-game monetization, much less
attention has been paid to the production context of microtransactions.
With this chapter, we aim to address this gap by focusing on the roles
and responsibilities related to video game monetization. We answer
the titular question of this chapter using a mixed methods approach,
combining semi-structured interviews, content analysis of job descriptions,
and frequency analysis of in-game credits. Results suggest that
monetization responsibilities are both being integrated into various
existing roles, including game designers or product managers, but also
spawn new dedicated roles of monetization specialists. Monetization
as a game development task is closely related to data analysis and only
inconsistently appears in in-game credits.