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Free-to-play games are free to install and play, but once the player enters the game, the player is able to purchase content such as items, maps, and expanded customization options. [7] Some games, such as id Software's Quake Live , [ 8 ] also use in-game advertising to provide income for free-to-play games.
For instance, Candy Crush Saga, a free-to-play mobile game, uses playable ads to advertise their game on other mobile applications and provide potential customers with a demo of their game. [27] In 2019, mobile advertising contributed $39.9 billion in revenue to the mobile gaming industry.
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Free-to-play games like Age of Conan instead try to induce players to enter into a pay-to-play relationship for premium content. [ 31 ] [ 32 ] While typically generating income though these other revenue sources, freemium and free-to-play games often feature advertisements as well via splash advertisements or advertiser sponsorships of virtual ...