Marketing 12th Edition by Charles Lamb,Charles Lamb,Joe Hair

Exercise 2

As more and more kids today are getting cell phones, concerns about marketing to children through mobile phones have increased. Children can easily subscribe to services that are then billed to the parents' phone bill without the parents' prior knowledge or consent. Although some mobile phone companies have taken measures to limit children's ability to make purchase decisions, it is largely up to the parents to monitor such activity. Pay-as-you-go services are ideal for kids' cell phones because the kids can only spend what their parents approve of and pay for ahead of time.
What type of marketing is often used in the types of games children purchase?