Apple's introduction of in-app payments for iPhone apps earlier this year - and its recent tweak of the rules to allow free apps to make use of them - has got games firms excited.
They're walking in a freemium wonderland, hoping to make their fortunes from virtual items and downloadable content as millions of users snap up their free titles and get bitten by the micropayments bug.
The only trouble? A lot of gamers don't trust in-app payments. They mutter phrases like, 'it's just an excuse for nickel'n'diming', and, 'it shoulda been in the original game', and even, 'virtual items are rubbish, why would I pay real cash for a tiny virtual hat for a game character who in all probability I'll have forgotten in a couple of months?'