It's mixed. Our most popular game is still supported by an old style of advertising, and some players that have played daily for years still prefer to look at/i

It's mixed. Our most popular game is still supported by an old style of advertising, and some players that have played daily for years still prefer to look at/ignore advertising than pay the $2.99 (now $4.99) to get rid of ads. In fact, that's true of the majority of players - less than 5% of our revenue comes from that IAP. This is why I say people have told us how they want to pay us for their fun and our server costs. They've had the opportunity to pay us with money forever. Most never will. Rewarded video makes up about 10% (currently it's not in a very prominent placement, some games make a majority of their money that way - see Shooty Skies). So to kind of answer your questions, the longer people play, the more they're worth to us, which feels fair to us (and again, they can pay to rid themselves of ads anytime they want). We will be featuring rewarded video more prominently, which allows the user to have more choice in the matter (although I'm betting they chose ads over cash most of the time, but that's just years of experience talking). Edit: I should add that our ARPU (average revenue per user) is less that $4.99, so we'd still much rather people buy ads away with IAP.