She also noted that downloads of the game’s ($5.99) predecessor, Infinity Blade, also spiked, with 2.5 times more downloads compared with the week before. “While we normally notice an increase at times when we’ve done free promotions, we don’t think it’s significant, because the game is balanced in a way that does not require any IAP,” she wrote in an email. However, Mustard downplayed the importance of in-app purchases for the game. With a couple million players who got in the door for free, it doesn’t take an economist to wonder if they might be in a gold-buying mood. Like many other games (most of them free-to-play), the normally $6.99 Infinity Blade 2’s revenue is bolstered by in-app purchases of virtual gold currency. Those new downloads, three times what the iOS-exclusive IB2 gets in a normal week, amount to a short-term spike that could pay off big in the long term. Laura Mustard, publicist for the game’s developer, Chair Entertainment, said 1.7 million downloads occurred on Monday, the first day of the promotion. The action-RPG sword-fighting game added 5.7 million new players in seven days. And surprise, surprise (not really): At least one of those games, Infinity Blade 2, made out great on the deal. To celebrate the App Store’s fifth birthday last week, Apple gave away 10 paid games and apps, five of them games.

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