EA and DICE began a grand experiment in North America with Battlefield: Heroes, a free-to-play, casual shooter that would allow anyone to download the client and play for free. You could buy certain items to give yourself an edge, sure, but it was just as easy to earn in-game Valor Points (VP) to purchase weapons and widgets for use in the game. Many gamers did just this, earning VP in their regular gaming session without ever paying a dime. Others made a few ...

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