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If you ever needed proof that the games industry has changed, just look at who was advertising during the most expensive commercial spot of the year: the Super Bowl.

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First up, we've got curvy model Kate Upton in a bath for Game of War: Fire Age, in an extravagant CGI ad. Does it remind anyone else of those skeezy old "come play, my Lord" banners for Evony?

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Then, we've got superstar Liam Neeson growling all Taken-esque at his smartphone because his Clash of Clans village got whomped.

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And finally, this short little CGI sting for Heroes Charge. uCool obviously doesn't have quite as much cash as Machine Zone and Supercell as their ad is only 15 seconds long (ad spots cost $4.5m for 30 seconds).

Spot the pattern? Yep, they're all free to play games for mobile devices. No premium, traditional, or console games got ad time during the Super Bowl this year. In fact, that's only happened once before.

The first ever gaming-related ad at the big hand-egg tourney was for PlayStation 2 in 2001. And the only game to get an ad before 2015 was Madden 2002 in, erm, 2002.

So if you had any doubt left that free to play games were making more money than than the royal mint, or that they're taking over the world, think again.