I'd also say Path of Exile does the [PC] free-to-play thing right. They offer an extremely good product up front for free, they don't have any of the time counters or other F2P bullshit from mobile, and they don't put up arbitrary gates to any of the gameplay. They just sell cosmetic stuff for your in-game avatar. And the game is so good, and they know their fanbase so well, that they have apparently been doing well with that model considering the game has been around for a good while now and they keep putting out expansion packs and such.

Brevik does/has done consulting and currently does some sort of ambassador type role in China for Tencent's version of Path of Exile too.