Since the modern era of MMOs hit the U.S. market a decade ago, the standard business model has been retail package with a monthly subscription. But in the last year a rise in free-to-play (F2P)/micro-transaction games have hit the market – many coming from Asia. Will the model take off in the U.S.? Will domestic gamers embrace microtransactions? At what stage of development should a game’s business model be locked down? How can companies make revenue projections with such an unpredictable model? Whether a developer is self-publishing or partnering with an established service provider, this panel will offer insight, hindsight and foresight to F2P/microtransaction models – their risks and potential rewards.