One thing all free-to-play games need is an item or resource that people will want to repeatedly pay money for, and digital card games have found that in their booster packs.
$75 on Hearthstone this year -- Blackrock Mountain, The Grand Tournament preorder. $25 on SolForge for Darkforge Rising.
I spent money on eye of judgment cards which was real cards for a real card video game. Wish it was successful cause I liked it, the only problem I had with it was the camera lighting.
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