Many players have expressed feelings that the update was designed to boost profits for the company by catering to the biggest spenders, while others are simply wondering how devaluing virtually every purchase you can make in the game is supposed to encourage more purchases and actually increase profits for ATA. Well... Here’s how: Let’s take a look at what now gives us the best $ > gem ratio. Available at any time, the platinum keys can be purchased from the shop, yielding 12k immediately, and another 15k over the next 30 days. Giving us a total of 27k for $10. Meaning $1 = 2,700 gems. This is now normally the best conversion in the entire market for buying gems. But wait! Let’s take a look at that $10 event pass! Offering the potential for up to slightly over 86k gems, that brings the conversion to a whopping 8,600 gems per dollar spent! More than triple what the second best option is! “Wow! What a great deal!” you think to yourself! ... Until you realize that you probably won’t get that many points... But still, a good percentage of the player base can get a good 22-34k gems out of the deal! That’s a solid 2.2-3.4k gems for every dollar spent, plus you get all that other good so it’s still a great deal, right?... Well... Yeah, it actually is now... Yet they were running flash sales for gems and keys not too long ago that offered a ratio of 4,000 gems per dollar spent, plus a stack of keys to spend on chests, allowing you to focus on getting more of the specific additional items you actually wanted. (That same flash sale’s conversion rate is now 2,250 gems per dollar spent, not even beating out the platinum key package’s conversion rate.) This update wasn’t designed to target the mega-spenders’ money. It was designed to target the average player, like you and me. ATA intentionally made it so that the event passes and platinum key purchases offered superior values to anything else they sold. For two reasons: 1) $10 is reported to be the average amount any given mobile gamer will spend per month on IAPs. This makes their most superior offerings appeal to the largest demographic of players. 2) Both of these purchases are available to players for purchase once a month. Studies show that once a player spends money on a game via an IAP once, they’re much more likely to do so again. (This is especially true once more than $25 dollars has been spent within the game.) By targeting two IAPs that are available to purchase once a month, ATA is attempting to essentially build a base of players who are “subscribed” to purchasing the keys/event passes without actually offering subscription passes. So there you have it... They cut the value of every other IAP you can buy except these two, and then further inflated the value of the purchases by cutting down the “free” gems we received from killing monsters and other aspects of the game by around 80%. (That and took away the only substantial speedup rewards, which came from TnS events.) Something smelled fishy. And now you know why.