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Halfbrick Studios' side-scroller Jetpack Joyride has received plenty of attention from gamers since it went free-to-play in December. At the D.I.C.E. Summit in Las Vegas, they revealed that it was downloaded 13 million times after the free-to-play switch.
In Jetpack Joyride, Barry Steakfries breaks into a secret lab in order to steal its technology. He must evade the various dangers of the lab - electricity fields, lasers, and so on - using a jetpack. Along the way, he'll complete missions and collect coins. These coins allow players to buy new outfits, jetpacks and more.
The game was previously sold for $1. Chief Marketing Officer Phil Larsen told Joystiq that it racked up about a million sales at that price. Now the game supports itself by selling bundles of in-game coins for real-world money. He believes that 5-10% of players spend at least one dollar on premium content for the game, so revenue is higher without charging for the game itself.
Halfbrick continues to support Jetpack with free content. New month they'll release the biggest update yet for the game. More details will be released soon.