At Niko Partners, we have watched the free-to-play (F2P) business model continue its global domination as Trion’s RIFT is the latest big MMOG to convert into an F2P game. RIFT is operated in China by Shanda. Shanda is the online game operator who boldly proclaimed in late 2006 that most of its online games would convert to a “new” business model called free to play. Shanda maintained the time-based model for some triple A titles, such as AION, but can be credited for jump starting the F2P craze way back when.