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Alternative method to "buy" rubies
I wonder if it would be possible for players to earn rubies by viewing adverts. I don't want to suggest an exact figure but maybe a limit of 5 videos a day for 50-100 rubies each?
Many other mobile games include a feature where the player can go to a separate menu in order to voluntarily watch adverts in order to gain tokens which are normally paid for. By having a menu discreetly in the settings tab, for example, it doesn't have to intrude on the game play either. There could easily be restrictions put on the video so that rubies would only ever be earned from playing the advert in its entirety.
Non-ruby players have a chance to earn a few extra rubies in order to do things like speed up the occasional build, donate to their alliance or even save up for that all important ruby building!
Ruby buyers would not be at a disadvantage either as they can earn ruby top-ups using the same method and I am certainly not suggesting this feature would ever completely replace purchasing rubies.
GGE would not be disadvantaged as it would be a new revenue stream, using advertising in a non-intrusive and highly targeted way.