There’s a lot we don’t understand about pricing games. But as more and more evidence pours in, the most common pattern appears to be: the less you charge, the more you make. There are so very many examples of this, from iOS pricing phenomena, to the extraordinary revenue generated by the Humble Bundle pay-what-you-want schemes. Further to this come comments from Valve’s boss, Gabe Newell, who recently explained how erratic pricing results can be, but the undoubtable success of offering massive discounts. And perhaps more surprisingly, they seem to have discovered the importance of using the phrase “Free to play”.