Honestly, I'm not 100% sure what I can or can't say, so I'd like to err on the side of caution.
Basically, every deal is different. However, they're all based around Sony saying "Well, we think this game is cool and we want to give it away for free. What would it take for you to agree to that?" Maybe some devs get lump sums, maybe others have royalty shares (this is a little uncertain, commercially, though), maybe others do it just for the publicity. It really is pretty varied.
What I will say is that Sony are not dicks about it. The deal is pretty fair, but it isn't a gold mine. We'll still need people to buy our game once the PS+ promotion ends, if we're going to be able to make the next project without selling our souls
We hope you guys will recommend it to others, if you like it.
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