Free-to-play has revolutionized the monetization model in gaming by charging players based on their willingness to pay, instead of displaying one set price for all. Indeed, through a dynamic pricing scheme for in-app purchase items, free-to-play has enabled game publishers to monetize the whole of the price/demand curve.
With over 20 billion games downloaded across all smartphone and tablet platforms in 2012, the mobile gaming market is shifting inexorably away from dedicated handheld consoles.