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mibuokami said:

We know for sure that they pay the IP owner to get third party game on the platform. Eurogamer did a coverage on it where avalanche said they were not getting money for Just Cause 2 on PS+ (because they don't hold the rights to the game) but appreciated the coverage while a indie dev confirm that he was getting paid to have his game on PS+.

Either way it is extremely doubtful that even half of the yearly subscription for PS+ can be converted to profit. The service would have a fair bit of overhead.

I'm really interested in how ps+ works. I wonder if sony is ever going to explain it