Loss Leader

This means you sell a game far too cheaply in order to focus on your real goal and the real money. You use the passionate following to your free game to help sell something else, like a toy, TV, or movie deal, and that's where you rake in the cash. For example, you make a good game and sell it at what seems like an amazing deal for the player. What you are really doing is building awareness for a brand or for characters, for which you have other financial goals. KiddieCastle.com is doing something like this to get parents and kids to notice its vending machines at airports and theme parks.