There is this other video by David EDERY, co-founder of Spry Fox and colleague of Dan Cook at the same Casual Connect (2012) conference :
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Another interesting talk focusing on the F2P (free to play) economic model and how to implement it in your game.
Quite a few interesting insights and demystifying "false ideas" (like for example an entire business model can't rely on selling only aesthetic goods, it's more likely that it won't make as much money as selling "functional goods" too).
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Interesting video, thanks for posting that Kyatric. I've been mulling over the possibility of a F2P version of the game I'm making and that definitely gave me some ideas. <img src="smileys/smiley20.gif" border="0" align="middle" />