I think the most progressif in the expansion of the app extension is the Google Chrome browser, this is the browser that provide the Apps. Chrome store provide the way the Chrome install the Apps.
People can choose, there are also many free games, as you might already knew, the free games sometimes is just the demo or you got only the a few level of the entire game. But it is worth to play, if you need more the advance or additional level, you can decide later to buy or subscribe.
Sure, the Apps under Chromse mostly using flash to run, instead of using html5, so before you can play the game you need to download it.
Angry Bird also using Chrome to expand the market, or vice versa, Chrome using Angry Birds to entering into Angry Birds community. Because there are many level inside of Angry Birds Chrome.
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