This is unscientific, anecdotal and subjective, but personally I have found I become loyal to indies and companies once I feel they aren't just trying to squeez

This is unscientific, anecdotal and subjective, but personally I have found I become loyal to indies and companies once I feel they aren't just trying to squeeze money out of me at every opportunity. I am only a casual gamer, but Kairosoft are one company that offer a very straight-forward proposition with all their games, and I have become a fan of theirs because of it. Their proposition seems to respect all parties; you can download a limited free trial with ads to see if you like the game, and if you do you can go buy a full unlocked version for $5 with no ads. I have bought several of their games now because I really appreciate this simple and honest model. There are no 'gems' or 'coins' to buy, you don't need to 'unlock' items, everything is included in the game it is down to skill to get items and progress. Their games all follow a similar mechanic, but they are all fun and individual enough that I am left happy not feeling like I have been gamed psychologically. I am also not anti in-app purchase, however I will only consider it where it is something significant like unlocking a full version or getting rid of ads, if I am asked to buy a virtual 'chest of gems' or whatever I will uninstall the game in seconds and add that company to the 'never download anything' list. EA, Gameloft, King, Imangi, Zynga and more are all on that list when it comes to games specifically. My advice, which as I repeat is completely anecdotal and subjective, would be to make the best damn game or app you can, release a limited trial so users can see if it works, and then price the full version at something you are happy with and do a full version or an in-app purchase to unlock it. I feel if you are proud of your work, you respect your customers, you will build a fanbase and word of mouth will kick in.