Apple appears to be acknowledging the popularity of free-to-play games by allowing EA to offer promo codes for virtual currency in its iOS game Real Racing 3, reneging on its previous stance that developers could only issue promo codes for full game downloads. Under the terms of the promotion, people can submit their email address to EA and receive a promo code that can be redeemed through iTunes for 10 Gold in Real Racing 3. Those who don’t already have the app installed will be prompted to install it after redeeming the code. Apple’s iTunes Connect developer guide still states “promo codes don’t work for In-App Purchase products, including Newsstand issues,” so it’s still unclear as to whether or not this promotion reflects an exclusive partnership between Apple and EA or a move by Apple to afford developers more freedom in how they market their games. Gamasutra has reached out to EA representatives for more information on the promotion.
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2014