Riot, I'm impressed.
You really pulled that out. I thought you guys wouldn't have the courage and would change the Blue Essence/Leveling reward system before it hits live, but i was wrong.
This trap was very well developed and executed.
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First, you guys put a big BE reward for the players after the first match in order to greatly satisfy them. (The old rune and pages IP/BE """compensation""")
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Them, you created the Essence Emporium in order to seduce players to spend all their BE compensation. (And it worked. Just look at the most sell items in the store)
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And afterwards you found a way to decrease the IP/BE gain from matches by locking them behind level up reward, instead of gaining it every match. So when the players run out of their IP/BE compensation they would be forced to hell grind about 150 to 100 matches if they want a new 6300 champion OR just spend that sweet money on RP.
The cupcake - the bait - was the Essence Emporium. The IP to BE compensation was the distraction. And the Yordle Trap was the gain reduction of the Free Currency (IP/BE). GJ riot
Now, when progressing through the leveling system, the players will be walking into a inescapable vortex, where every time you level up, the time you need to acquire a champion for free increases exponentially, until it reaches a point where you are forced to buy RP in order to buy a new champ. Beware players:
http://i0.kym-cdn.com/entries/icons/mobile/000/000/157/itsatrap.jpg