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It was a typical weekday night after work: Lee slipped off his shoes, climbed into bed with his iPad, and booted up Clash of Clans. The free-to-play strategy game, in which he went by the name "Metamorphaz," had quickly become a favorite stress-reliever for him. After the game's logo faded away, a sprawling virtual village popped into view. ... Then, he pulled up Clash of Clan's built-in, real-money shop. While the game is free to download, its maker Supercell profits by selling virtual items to the most engaged players. Tonight, Lee's iPad questioned him with a blue pop-up window: "Do you want to buy one Chest of Gems for $99.99?" Lee could use those gems to immediately fortify his army. He tapped "Yes," almost without thinking. In less than a month of playing around two hours a day, he'd spent nearly a thousand dollars. Game developers have a word for players like Lee: whales
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