It ramps up. By end game it becomes full-blown pay-to-win from what I hear.Was playing the game a few minutes ago and I can’t understand why are some people freaking out. The game hasn’t even once made me go to the store.
That's how these work. They get you playing and leaving you alone, then after you're invested, start slowly asking for money and continue ramping it up until you either spend significant money or just have to quit.