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The video games industry has developed various business models that have facilitated the rise of the number of consumers enjoying games today. One of the most successful in the mobile market is the Free-to-Play model, which enables players to download games, play and test them, before being encouraged but not obliged to spend money on additional features, goods and levels etc. It has proved a very popular method of drawing new gamers in, trying something they may not have considered spending money on before.