'Infinity Blade II' download rate triples during free App Store promo


Infinity Blade II was made free as part of Apple's App Store promotion.

Weekly downloads of Chair Entertainment Group's Infinity Blade II tripled during the seven days the premium mobile game was offered free as part of a promotion celebrating the fifth anniversary of Apple's (NASDAQ:AAPL) App Store.

Infinity Blade II, regularly priced at $6.99, generated 5.7 million new downloads as a free app, Couch Entertainment publicist Laura Mustard told AllThingsD. More than 1.7 million of those downloads occurred on July 8, the first day of the promotion.

In addition to revenues generated by premium downloads, Infinity Blade II also offers virtual goods like in-game currency sold as in-app purchases, meaning the influx of new players could have a significant impact on Couch Entertainment's bottom line. Mustard downplayed the importance of IAP, however: "While we normally notice an increase at times when we've done free promotions, we don't think it's significant, because the game is balanced in a way that does not require any IAP," she said.

The App Store turned 5 years old on July 10. Apple offered a range of free iOS apps including Superbrothers: Sword and Sworcery EPWhere's My Water?BadlandTiny Wings, Traktor DJ and Barefoot World Atlas. None of the other developers has divulged metrics resulting from the promotion. Article