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One thing various publishers like to do to increase revenue and help younger players or those more hesitant to spend money is team up with survey / promotion companies. The player can then complete surveys or offers in return for some payment that goes to the publisher. Some of this revenue then goes towards small amounts of item shop points for the player.

These services are always shady - be sure not to use your main email address. Also be wary of mobile based offers, be sure you are not being tricked into expensive SMS subscriptions. When used sensibly however, these services can be quite useful.