freetoplay

Free-to-play, or F2P, is a video game business model in which the game is free to download and play, with monetization primarily through optional purchases. Players can buy in-game currency, cosmetics, time-saving conveniences, or access to additional content. Many F2P titles also employ seasonal passes, battle passes, or subscriptions that grant rewards over time. Revenue often comes from a small fraction of players who spend heavily, while the majority never pay.

F2P games are typically run as live services, with ongoing updates, events, and new items. The model lowers the entry barrier and broadens the potential audience, contributing to massive online communities and longer game lifespans. However, it can be controversial when monetization emphasizes pay-to-win mechanics, loot boxes, or gating essential content behind purchases. Regulation has increased in some regions, particularly around loot boxes and consumer protection.

Common monetization approaches include cosmetic microtransactions, premium currency, time-saving boosts, battle passes that unlock rewards through gameplay, and randomized loot boxes. Some games use a pure cosmetic approach to reduce competitiveness concerns, while others include functional advantages that can affect progression or balance.

Notable examples include Fortnite, League of Legends, Dota 2, Warframe, Apex Legends, and Genshin Impact, among many others. The model has become a dominant form of revenue for mobile and online PC games and has influenced industry-wide design and monetization strategies.