Bejeweled Blitz has been one of the first games to be fully integrated between Facebook and iOS and one of the most successful. In December 2011, PopCap launched a freemium version of Bejeweled Blitz on iOS (iPhone / iPad): previously, the game was available only on iPhone as a game mode inside Bejeweled 2, a premium product. This session will cover the decision process that led PopCap to launch the product as a freemium offering and the launch process itself, and highlight the most important lessons learned from it. The session will also focus on the most important aspects of launching and operating a cross-platform social product (mobile and Facebook).