Developer Chair Entertainment was admittedly surprised when the game bagged 5.7 million downloads during the time that the promotion ran. He game normally retails for $7, but was one of five games offered during the promotion. Infinity Blade 2 does support in-app purchases so the developer and publisher Epic could still end up making some scratch out of the deal, but the game is balanced in such a way that in-app purchases are not necessary.
The Infinity Blade franchise has been good to developer Chair and publisher Epic. Sales of the franchise have topped more than $50 million according to sources. Attracting fans to the franchise is of course a worthwhile goal of any promotion. It can do nothing but increase the long term success of the franchise going forward.