Microtransactions and in-game economy are among many ways of adding to and growing a game after its initial release. "It's code," Olin says. "Code lives. I went into code lock, but I didn't stop development. Why shouldn't give the benefit of my continued development to my consumers?"

Ultimately, he adds, "consumers have so many different paths and choices to make, that the traditional business model of the consumer buying from a store, those walls are crumbling because everything is in real-time, and everything is connected."

The experiment isn't over, of course. "This is unchartered territory," Olin adds. "Publishers will figure out the fair way of what people are willing to pay. The more choices, the more people benefit."