Impact: Letting people demo titles for hours is novel, yet WildTangent may be bucking the prevailing F2P trends with its rental model. Why pay when you can play for free?There is so much F2P content out there online that many consumers may compare WildTangent rentals to F2P online games, and favor the latter despite the low session costs. Another issue is that gamers are used to their F2P sessions being saved, not a feature supported by WildTangent’s free play, which cancels all saved game data following the session. This is a new twist that may take off, but we think success will tied to the availability of compelling content not found elsewhere.