The values differ amongst those gamers. But on average it amounts to those 1-2% CLV being >= $.99 (and exactly why the games are free to begin with). The strate

The values differ amongst those gamers. But on average it amounts to those 1-2% CLV being >= $.99 (and exactly why the games are free to begin with). The strategy that these developers make is simply, if we have a larger pool of total users, and we lower barrier to entry of downloads (make it free), then you can guess that the 1-2% of paying users will grow linearly with number of total users. Making it free and marketing it as such lowers customer acquisition cost, while still retaining a low to decent CLV (and this is discounting the extreme case users who pay a lot higher than would be expected of a mobile purchase as well)