That was so smart of them to make the full version $10.. Mario is so popular that literally everyone will want to at least try it, and then they'll get hooked and buy the full version!
I'm gonna get it for sure ^^
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They definitely know that they can get away with that relatively high price for an app!
Unlike Pokemon Go there is not a path for someone to use the entire game for free. And i don't remember every spending $10 for an ios game. There are ways to use up tickets with the toad rally feature, but you can't even fight the first big boss without forking over cash.