To get more players into the game so they can milk them off with microtransactions.
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I think their business model is: Get as many new players to try their game as possible. Some of them will buy stuff on day one without knowing what they buy and for how long they'll play. Doesn't matter that they stop playing next week. Rinse and repeat.
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There is something to be said for having a player base. So many great games are "dead" for the lack of players....
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This game has been very generous up until this point with the F2P experience. Their latest patch reduced the length of their season pass from 90 days (cost 1875 rubies to buy) to 30 days (cost 1500 rubies to buy, about $10 worth). Before the most recent update you could basically grind a lot and get the season pass for free if you reached certain ranks each season, with the new system you will eventually have to pay for rubies to buy the season pass because even hitting Grandmaster in all 3 modes you don't get enough rubies to buy a season pass every 30 days. Now it's not really a big deal to have the season pass in terms of game play, it's mostly just skins and such but be warned if you're a completionist/collector that must own everything this game might not be for you unless you plan on spending real money. F2P players can still get all the new cards fairly simply, just requires grinding and keeping up with daily quests/logins.
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I have 500 hours, my comment was more towards people that like to collect skins and stuff. The game is by far one of the best for F2P players in terms of paywalls, no money is required to play at a high level. Casually playing will net you the majority of the cards fairly quickly.
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