As the F2P model matures, so there are some interesting developments happening in terms of dynamic or personalised retailing.
One company hoping its platform approach will become a standard is San Francisco-outfit Scientific Revenue.
Already available in iOS and Android games with over 100 million cummulative downloads, it also supports eight game engines, including Unity, Cocos2d-X, Unreal, Corona and Adobe Air.
And early data released by the company suggests that developers can use its Pricing Cloud tech to increase their profitability.
It claims using the dynamic pricing engine increase payment conversion of players by 15 percent, resulting in a range of 20-40 percent in terms of overall IAP revenues.
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The cloud-based monetisation platform combines predictive analytics and machine learning with real-time segmentation and rules-based pricing to enable targeted per-user pricing.
Helping to drive conversion rates, it also enables developers to trigger customising messaging, which link to retailing mechanics such as time-based discounting.
"We're thrilled to share the success we've had with many of our mobile game partners," said CEO William Grosso.
"They are not only pleased with the extra revenue we're generating for their various titles, but they've helped us make our dynamic pricing engine more powerful.
"So to every other game developer and publisher out there, we say: 'Focus on making great games, we'll focus on making you more money."