We’re late to the table with this one but a recent article was published from Cnet’s Australia branch on the new MLP:FiM Gameloft game, taking a look at the game and then the subject many have spoken about, the fact you basically -need- to spend actual money to finish the game. I personally have not played the game due to the fact it just will not work on my android phone (I somehow have some mutant offspring version), but from what I heard you either have the choice of spending several years grinding on the game to earn the gems needed to archive finishing the game, or toss some of your hard earned money at the mobile screen.
It is understandable that these gaming companies have to make money from what equates to a free game, unless they chalk the game full of ads they have to find a way to pay their coders and designers. Games like Farmville do this with basically perks that can be purchased for the game, but of course are not needed to complete the game (also the fact Farmville doesn’t really have an end, just an empty void of forever farming those fields). Cnet basically covers the same general idea.
To quote Cnet:
It is, quite simply put, the most blatant demonstration of sheer greed that I’ve ever seen in a freemium title. Gameloft and Hasbro knew that the legions of My Little Pony fans would flock to the title, and that they would want that last pony unlocked. They also, presumably, knew that children would gravitate toward the game as well.