Ditches $5 price tag for Real Racing 3.
EA's Real Racing 2 game for Android and iOS will currently cost players around $4.99 to download, while it also includes in-app purchases, daring users to part with more cash.
In two weeks time Real Racing 3 speeds onto mobiles, but EA has ditched a premium price tag to make the game entirely free to play, though the option to buy digital upgrades is still on offer.
The decision comes following EA's mobile revenue hitting $100m in Q4, with freemium title The Simpson: Tapped Out generating revenues of $23m via in-app purchases.
Speaking to CNET, Nick Earl, GM of EA's All Play label, said: "We looked at it closely, and the market was demanding games with this model. It's an opportunity to get it in front of far more people.
"The monetisation had to be unaggressive as opposed to overly harsh and tight. For those spending hours at the game, they will opt to spend a little money on the game. We think that's a fair exchange. We feel like it will do well and turn heads. There's a potential viral (factor) with a game that looks this good."