"The emergence of free-to-play games has revealed new truths about media consumption. Not all users are created equal. Some have little interest in a game and will only play it for free; others are so committed they will spend tens, hundreds, even thousands of dollars on a single title. Drawing on examples from the music and games industries, Nicholas Lovell charts the end of the “one price fits all” business model, the emergence of high-rollers as the primary driver of revenue and the dire consequences for games and media companies that fail to adapt."
http://www.slideshare.net/nicholaslovell/whales-power-laws-and-the-future-of-media
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