There’s a new section under “Featured” in the Apple Store for you iOS device. It is called PLAY ONCE & PLAY. For the fee the game is offered at, you download the game and never see an in-app purchase. In-app purchases serve to unlock levels, add enhancements, remove advertising, or expand the app’s features. Some games may add lives for example. Some of the games cost a little more than they normally would but you’ll never have to pay to get any further in a game. Imagine if Candy Crush Saga were to offer their game in this model.
This doesn’t mean everyone will follow. An interesting point is if you go to “Top Charts” and then look at “Top Grossing” you will see the top grossing apps – the top 15 top grossing apps are actually free to download. So they are earning quite a bit from in-app purchases.
They break down the PAY ONCE & PLAY area into three sections: Recent Releases, Blockbuster Games, App Store Originals. It will be interesting to see where this model goes and if it catches on.