I'm guessing that this is also the same type of game like Kabam's The Godfather, wherein you would really need real time purchases in order to complete a specific goal of the game. This purchases are of course to be in Ilcoins which will then pave the way for more financial gain.

The game should be good first and foremost, then it has to be compelling enough at least in order for everyone to continue playing, since it's their ILCoin that's going to be used as a currency inside the game itself.
I'm not a game developer and I don't know how long the game development process was for ILCoin's game, but I sure hope they didn't rush it. And I agree, the game must be indeed be compelling enough to be played by everyone, or at least their target gaming market.