Jagex is the pioneer of free-to-play games. But has it reached the level of popularity that many had hoped for? It has. We began in a society that was focused on traditional retail distribution. Nobody knew about the concept of free-play.

We are seeing the exact opposite, with some of the biggest gaming companies looking to replicate what we have done. Many companies aren't following our model. If we look at some of the companies that have tried to copy what we do, like Sony and Free Realms, these companies offer a no-cost demo for the membership component and monetizing part of the game.

We feel that the Jagex model, and certainly Runescape is distinct from this. We've released a complete free game to our players. To give you a sense of the size this game boasts more than 13,500 hours of gaming time to it. We know this because this is the amount of time our most dedicated free-to-play player has devoted to the game to date, and that person isn't yet at the top of all her skills.

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