Most major publishers these days (EA, Activision, Ubisoft) have implemented a massive array of micro-transactions into their full-priced games. Although many people consider EA the king of this other publishers do it as well. Micro-transactions have been hit with a lot of criticism from gamers, but taking a look at the latest financial stats from EA we can see why many of these publishers have not changed their stance on these micro-transactions.
If you take a look at the above graph you can see that EA has grossed more than double from additional content compared to digital games. Now this does not include the retail channel for physical media, but it does illustrate how much money people are spending on DLC and micro-transactions in-game.
It is quite sad that micro-transactions were originally designed to be used with free-to-play games. Have you ever paid for a micro-transaction or DLC? Let us know in the comments!