One-time premium-paid stalwart, Gameloft has gone all free-to-play and IAP, and it seems the new strategy's working.

Latest release Ice Age Village has been downloaded over 5 million times on iOS and Android since its 5 April release.

Indeed, it's been the top free game in over 50 countries on iPhone and in over 90 countries on iPad, activity which boosted it to be a top 5 top grossing game in over 50 countries.

Baby, it's cold outside

It's good news for Gameloft that the Fox Digital Entertainment licence has found an audience as it's got plenty more film and franchise tie-in games to come.

These include Men in Black 3,The Dark Knight Rises, The Avengers (feature phones only), The Amazing Spider-Man, My Little Pony and Littlest Pet Shop

"We are pleased with the extremely positive reception this newest addition to the Ice Age franchise has enjoyed across the world," said Rick Philips, SVP of mobile for Fox.

"Ice Age fans are eager to meet their heroes on tablets and smartphones. New missions, which will be released over the next three months, will help prepare fans for the return of Sid, Manny, Diego and Scrat in Ice Age: Continental Drift, which is coming to theaters this summer."