We've all had a good rant about EA's much-maligned Dungeon Keeper title on iOS and Android, and now the body in charge of advertisement regulation in the UK has decided that the game can no longer be called 'free-to-play'.
The smartphone and tablet spin-off introduced a number of barriers that could only be broken by users waiting around and twiddling their thumbs for ages - or spending real-world money to speed the process up.
Angry core
While all this palaver has been going on, EA COO Peter Moore told GamesIndustry that "core" gamers are just uncomfortable with the changes in the industry, while the company embraces new business models.
"I think the challenge sometimes is that the growth of gaming… there's a core that doesn't quite feel comfortable with that," he said.
"Your readers, the industry in particular. I don't get frustrated, but I scratch my head at times and say, 'Look. These are different times.'
"And different times usually evoke different business models. Different consumers come in. They've got different expectations. And we can either ignore them or embrace them, and at EA, we've chosen to embrace them."
