Dungeon Keeper on iOS can no longer be called ‘free-to-play’ in adverts, following a verdict from the Advertising Standards Authority. The body just banned an EA advert after finding that player progression is severely limited unless they pay for in-app purchases.

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Electronic Arts is facing strong criticism over the in-app payment system in its Dungeon Keeper game. Many said the game was "unplayable" unless they spent significant sums to speed up progress and get upgrades. EA said it had designed the game to fit in with typical patterns of mobile play and people did not have to spend money if they did not want to. Peter Molyneux, maker of the original Dungeon Keeper, said EA had not got the game's balance right.

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