"Instead of ending support of customers after they buy individual game titles, game companies now focus on building gamer communities and developing ongoing relationships with their customers," said Parks research analyst and study author Pietro Macchiarella. "The positive effect of this approach is that game monetization can be extended beyond the point of sale. Unlike traditional offline games, the online world allows the industry to earn revenue even when people play the same game repeatedly."
From the articcle, "Gamers in freeville" by Marc Graser
"Instead of ending support of customers after they buy individual game titles, game companies now focus on building gamer communities and developing ongoing relationships with their customers," said Parks research analyst and study author 
