"For kids' games, I think it's out of the question"

After a period of some soul searching, and a degree of sometimes slightly reticent regulation, the industry seems to be settling on a decision about the monetisation of children. Whether you think it's a result of pragmatism or ethical nuance, Warner Bros.' recent explanation of an unwillingness to implement free-to-play mechanics in its LEGO mobile games is indicative of a wider shift in the way children's apps are treated: long term brand stability wins out over short-term gains.

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