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I was recently chatting up Marvel Heroes forums and brought up topics about including "VIP" membership and selling these 150$~~ "bundles" that include tons of items. I noticed that most of the players don't spend much/any in the cash shops but then we have these players chucking over 2000$ into the cash shops (Whales) and not even feeling shy about it.
2000$ for a game that's a year old equals 167$ PER MONTH => (6$~~ a day)
So once you see a single article in the cash shop that gives any benefit ingame you have to be prepared that someone is constantly using that item even if it seems way overpriced for you.
I guess my point is this:
1) Support F2P games that don't offer OP/P2W items in their cash shops.
2) Support P2P games that don't offer OP/P2W items in their cash shops.
3) Support B2P games that don't offer OP/P2W items in their cash shops.