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Fair. Play. Profit.
- Games should not get into boring repetitiveness.
- If a game is a random-powered slot machine for items, say so. Don't let game play be reduced to gambling if it's not the main objective.
- Free players are potential future customers - remind them of paid features but don't annoy them.
- Make games fun for a broad spectrum of daily time availability of players (5 min per day, 1h every few days, a few hours per weekend, or hours per day).