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Hi @qt15 and welcome to our Community!
I moved your feedback from Ideas to Discussions.
The game is free to download and free to play, therefore it offers in-game purchases instead to monetize the development, maintenance, support and making of all new levels and events.
The access to free items like the in-game lives is limited, but the Lives do reload every 30 min and you can ask for more Lives from your friends or other Kingdom players as well as the free option to get more Lives.
I agree with you @qt15 It takes a lot of playing to rank up, but invariably this occurs when I have three to five lives anyway. I would really like it if the lives earned for ranking were able to be added to your total.
The five life limit should not be set in stone.