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The main problem when it comes to games that use this model, he believes, is that the focus is on how to make money, as opposed to how to make a great game. 'Whereas a lot of game developers and studios, us included, are really interested in building the entire house and then decorating it.' 'The house has been built for you and all you can do is decorate it, I think is the best analogy that I can come up with,' Nathan Vella, co-founder and president of Capy Games, says of the limits put in place by the typical free-to-play structure. 'Working around a free-to-play structure is always going to compromise the way you approach the design of your game,' says Cavanagh. Meanwhile others believe that this kind of mentality puts limits on how a game is created. And given how lucrative the model can be, few developers have strayed far from the well-defined path. Zynga's early success on Facebook with games like FarmVille was due entirely to the freemium model, and that mentality has since shifted to mobile. Part of this aversion to the model has to do with the kinds of free-to-play games that currently exist. 'I think I'm doing just fine by selling games as whole, complete things.' And despite being far less approachable than your average iOS puzzle game, Super Hexagon has managed to find an audience on the platform, selling over 30,000 copies at $0.99 in its first week alone. 'I think I'm doing just fine by selling games as whole, complete things,' Cavanagh says. According to creator Terry Cavanagh, IAPs simply wouldn't have made much sense for the game, nor does he see them being a part of any of his future releases. Take, for instance, the devilishly hard puzzle game Super Hexagon. While IAPs have managed to make their way into plenty of releases, for some developers they just aren't a good fit. But as they take up an ever increasing chunk of the App Store, where does that leave more traditional, paid downloads? Can a game still succeed if it has a price tag?

And that's just to name a few clearly IAPs are good business. The team behind CSR Racing claims that it's earning $12 million per month from in-app purchases (IAPs), while Clash of Clans developer Supercell recently told the New York Times that it's making $500,000 daily utilizing the model. The free-to-play model, which attracts players by removing that initial friction and then charges them for additional content in-game, dominates the charts. But a quick glance at the top grossing charts in the iTunes App Store shows that this method of paying for games is rapidly being replaced. Buying a video game used to be simple - you paid what it cost, and that was it.