The main characteristic of a freemium business model is that only a small share of users drives the largest part of revenue for the company, financing the product for the rest of the users. In the growing gaming industry this scenario becomes even more critical, since anyone that has a cellphone and internet connection can access thousands of Free-to-Play games. Therefore, firms need to perform two difficult tasks in order to start or keep revenue growth: first, find and attract potentially high value users; second, retain and up-sell such valuable users. Customer Lifetime Value (LTV) is the most used metric to identify high value users and drive marketing budget in a business decision-making scenario.