Instead, they use IAP. Some users buy nothing, some buy the $69.99 game, and on average everyone pays $20.
1: http://insertcredit.com/2011/09/22/who-killed-videogames-a-g...
Then I played through the tutorial, and saw it would take four hours to dig through a single block of dirt. I went to the store screen and would happily have paid $20 for a full unlock.
Instead I was faced with multiple gem purchase options, including a "BEST VALUE - $100!".
You have got to be kidding. And while I could make smaller purchases, I have no way of knowing how fast they would be depleted. As the article notes, the game is clearly focused on scamming the money out of you as fast as possible.
So I've uninstalled it without spending anything and am left with further disgust for EA. There's got to be a happier medium ($10 game with cosmetic unlocks?) than this pay-for-every-move methodology. Valve certainly seems to be making it work.
Then I saw their IAP strategy and dropped the game.
I would happily have payed $19.99 (the price of XCOM for iOS) for a decent DK on my iPhone.
On the other hand I see myself paying for cosmetic items in DotA 2. They don't change gameplay, but my characters look cool. It sounds stupid, and it probably is, but Valve have really designed it well.