Mythic's been field testing Ultima Forever in the Canadian iOS market, and the studio now says that it's making significant changes to the in-app pricing based on feedback from players. Most of the changes will swing in the players' favor, including lowered repair costs and cheaper storage space increases. The studio is also considering a one-time buyout fee to get rid of all freemium aspects, although this is not a given.
One factor did increase in price, however. The studio raised the cost to loot high-quality chests, as the devs found that once players nabbed the good gear inside, they had less incentive to keep on looting.
Producer Carrie Gouskos said that the changes were necessary to keep from souring players' experiences. "You've got to get people to love your game first," she said, going on to remark that when player loyalty is established, revenue will follow.
[Thanks to Space Cobra for the tip!]