MPlayit thinks the variance works to its advantage in thiscase: because it draws from Facebook users, the company says its users are made up of more casual gamers, closer to what a "mass audience" looks like.
He said there was a case for being clearer that when a patient refused to take advantage of this kind of treatment then the "bargain may have to be recast".
"This is an unusual case where the pricing moves that the players are making are not about trying to get unilateral advantage so much as they are trying to put the industry on a sustainable, long-term footing, " Bernstein Research analyst Craig Moffett said.