Blizzard not yet ready to slaughter the cash cow and go F2P

by Krystalle Voecks on Jun 30th 2010 1:30PM

MMO Industry, New Titles, News Items, World of Warcraft, Fantasy

It seems like the subscription-free bug has been catching on lately. Turbine experimented by rolling Dungeons and Dragons Online over to free-to-play, and saw their players (and revenue) jump appreciably. Now Turbine is taking the next step by rolling their triple-A MMO, Lord of the Rings Online, over to the same model. We've also recently seen Hi-Rez Studios take Global Agenda over to a somewhat similar model to Guild Wars -- buy it once, play it forever. What might we see go subscription-free next? Could it be World of Warcraft?

According to Tom Chilton, Lead Designer on Blizzard's current kong-sized-gorilla, World of Warcraft, the company has thought about free-to-play as a potential model for their flagship MMO. But we'd warn you against celebrating just yet: Those thoughts have been more along the lines of intellectual curiosity -- a "down the road when we're not on top" type of thing. While many companies are working hard to improve their portion of the market, there just haven't been any fabled "WoW killers" as yet, poised to bean the Blizzard-spawned giant in the head with the proverbial well-aimed rock. Until that time comes -- even if they wind up unseating WoW with another monster of their own creation -- we're unlikely to see Blizzard dropping those lucrative monthly subscription fees.

If you're curious as to the specific details, the article over on PC Gamer's site is worth a read. It gives you a glimpse into the current philosophy at Blizzard with regard to recent market trends, as well as how this may impact their game now and in the future.

[via WoW.com]

Source

Tags: activision-blizzard, blizzard, breaking, f2p, free-to-play, tom-chilton, turbine, turbine-entertainment, world-of-warcraft, wow, wow-killer

Reader Comments (40)

Why would they?

I wouldn't, would you?

I wouldn't either.

Neither would I.

AHHHH THE DEVIL!!!!

So 50-cents per day is too much to pay for entertainment? F2P is a gimmick to get people's attention. The cash shop/microtransactions are the REAL money grab. Personally, the only thing I've bought extra from Blizz was the authenticator. If there are dopes out there willing to pay crazy prices for mounts and pets, then that's just how capitalism works.

But really, what motivation does Blizzard have to go F2P? Are they hemorrhaging subs? Is the company in financial trouble? Until someone steps to the plate and legitimately threatens WoW, nothing will change in their formula.

Turbine make 2 run in the mill mmos that did pretty bad in subs to start with DDO was dying and LOTRO was pretty much low in subs as well and the life time sub did not help there cash cow's milk, Hi-Rez Studios are no body....

Blizzard never will go free to play on there mmo and rip off there customers with free to try but limits to do anything in the game! They do not have to like there customers already are investing money in the game there 10 dollar pets and 25 dollar horses Blizzcon sale numbers make really clear that Blizzard not need WoW to go free to play to make money from it!

If Blizzard want more money they not have to put up a smoke screen and hide behind the free to play flag, they just release some mount or pet mobile service and it will sale like WoW players buy everything no matter the price!

Translation: Blizzard will be fine with just releasing pets and mounts in their cash shop and still charging a monthly subscription.

Can't say I don't agree. While it may seem troubling that Blizzard charged $25 for a sparkling pony mount, it still made them a boat-load of money, and I'm sure if they can pull that off and have a monthly subscription, that they're not going to be free-to-play for a while.

@ Tempus Magus

I'm sure you're not about to dispute that in order for a company to be successful, they need to make money -- and as much of it as possible. You're just one of the many people that are misguided that thinks success just equals evil greed. Tell me, what are you entitled to that makes you so mad at these companies that are making money off of their customers?

@ Tempes Magus

I still don't see why their success is evil. They make profit. Good. Customers buy into their products. Good. What you're saying is ridiculous. Blizzard clearly has a success on their hands and doesn't have to compete because nobody else has delivered like they have. So is this their fault that other companies haven't been able to drum up the same kind of success? What is Blizzard doing to these other companies that is detrimental? They don't have a hold on the market that suggests they have a monopoly. That's pretty odd to point out that they have bad business practices because they don't have to compete. Ask yourself why they don't have to compete in the first place.

What makes Blizzard so bad because they make a lot of money? Greed? Nobody can be at a #1 position and NOT be called greedy. Just get past that.

@ Tempes Magus

Heh, You and I just disagree on this then. I think that it's okay for them to charge whatever they want. We, as consumers, vote with our wallets on whether they are a success or not. If you cry fowl, stop paying them. It's really just as simple as that.

There isn't a monopoly though. There are competitors -- successful competitors in their own right. Perhaps not in the grand scale of Blizzard's success, but success nonetheless. If there weren't, we wouldn't have a site like Massively that promotes any and all mmos. But, yet, there is always going to be a #1, and right now Blizzard is it. It's up to Blizzard to feel they need to compete or not and if they don't feel that way right now, then no harm no foul. Sooner or later, they will. It's just the way business works. And besides, I don't think this has done anything negatively to what kind of product they're putting out. They've always been relatively slow at putting content out. But I do believe they are delivering, and continue to deliver, a quality product. Until they don't do that, I'll continue paying.

@ Tempes Magus

I guess it's a matter of perspective then because I feel they've earned my loyalty. At least, for now. I'm prepared for whatever is going to be the next greatest thing too. Just haven't seen it yet. I'm also okay if it doesn't come from Blizzard. I may be (and I'm not afraid to say it) a Blizzard fanboy, but I don't put blind faith into them, if that makes sense. hehe

WoW needs to change there payment model not F2P. The casual gamer pays the same as the hardcore and the hardcore get the most for they pay. I was til a month ago playing WoW but only signed on a few times a month. There should be a pre-paid option like APB and yo can keep the hours you don't use month to month. I was the last of a at least 15 friends that stopped playing because we were all casual gamers.

That's a really odd suggestion to make. So, like, for those of us that go into a raid and down a boss, should we get charged for that? lol

A flat subscription fee is a flat subscription fee and does not discriminate based on whether you play casually or not. If you only signed on for 3 times in a month, that's your own fault. You paid for something you didn't play. I've known people for years that play WoW casually and have no problem with the subscription fee. I'd say your situation is very isolated.

@Xtofer

It makes perfect since if you want to pre pay for a select ours or get a the regular all you can play like APB it would make since. Casual players use less resources and bandwidth they people who play it the most aka the raiders make up the least of the over all subscriber base. Blizzard has said this is true and that means that 80% something of WoW is casual and we pay for your play time more then you do.

Also 3 times a month is my fault okay sure when I run out of things I find interesting and only sign on to play with friends ya I am a baddy. I am a fail for not hanging in Dalaran and QQing or trollin to use more time and that I have a active life and fulltime job and enjoy other Video Games are all my fault. Casuals out number the raiders and given the chance every casual would do the pre paid option hands down. Because when you run out of time you can just buy a little more.

@ Opticalstrike

Yes. It is, in fact, your fault for paying something that you aren't playing; moreover, it sounds like you just don't enjoy it period, so what's the point of arguing about it?

Unfortunately for you, Blizzard has not adopted the payment model you suggest, nor are you entitled to it. It is their game. They can choose to charge for it however they want, and what they're doing right now is working.

Also, might I add, that there are plenty of casuals that sign on significantly more often than even raiders do. There are plenty of things to do in game: world events, collecting mounts, collecting pets, fishing tournaments, leveling alts, running dungeons, playing the auction house, doing dailies, pvping, etc. I can go on if you want? Just play something else if you feel your money isn't going very far. It's no skin of Blizzard's back, I'm sure.

@ Opticalstrike

Now you're just resorting to putting me down. I guess that's okay, but I'm not going to do that to you. For the record, I'm trying to be as objective as I can with comments like yours. I think it's pretty needless to say that I am a fan of the game and I am satisfied with it. I just don't understand what makes you (and others) so entitled to a different business model because you're not. Regardless of whether it "works" or not, 1) you wouldn't know if it does, and 2) it isn't likely going to happen. Not to say that it won't ever happen. It's just not likely.

Also, you're suggesting that casuals cannot play the game more than a raider. That makes no sense. Are you saying that casuals, by definition, do not log in x amount of times in a given month? I'm a raider, I have a full time job, and I have an active social life (outside of WoW). I raid 2 times a week. There are people that are "casuals" that do log in more than me. So should I be labeled a "casual" by your definition of the word? Should I pay less than them?

Seriously, look at what you're saying. Or put me down more. It's okay, either way.

WoW staying subscription based? And the sky is in fact...blue, you say?

They'd be out of their friggin' minds to go Free to Play at this point, considering the amount of money they make. Granted, it would increase their numbers even more, making them an even more terrifying goliath, but they're still on top WITH pay per month. They're going to surf this wave til it gives out and I couldn't blame them one bit for doing so.

@Tempes Magus
Guild Wars 2 might be a f2p game, but they didn't update stuff often like add content/fix balance/other issues in GoW1.

Blizzard is a company and they like to make money. People keep on subbing and buying their merchandise so they must be doing something right as a company. WoW is their cash cow that has been funding Diablo 3 and Starcraft 2. At least I know when I buy a Blizzard game I am getting customer service that is 24/7 in game and out of game.

What other games does ArenaNet have to worry about? None.

Blizzard will go f2p when they don't have any more expansions to add or their new MMO project goes live.

I agree with most of what you have said here; however, the problem with GM reply time is player based and is not in their control.

Blizzard places into queue, reads, responds, and acts on every single ticket they receive. Back in Vanilla WoW it was not uncommon to have a ticket answered inside of 4 hours (and that could be considered slow back in the day). As the player base increased, so did the amount of tickets. Unfortunately, most of the tickets now deal with people reporting others for swearing, spamming, saying "anal," trolling, and any other mind-numbingly stupid excuse you can think of to report someone. I would surmise that 80% of Blizzard tickets are useless time wasting tickets on a subject I have just referenced.

If this stupid "report you for anything" nonsense would stop on the player-side, you would see ticket response time increase substantially. You can't blame for this.

I've never had to call WoW for any reason. Why would you need to call them?

So you see it's not the customer service....it's stupid people whining over stupid trash talking and racial slurs.

I could only seem them adopting the "free to try" model if it resulted in them making more money.

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Blizzard not yet ready to slaughter the cash cow and go F2P

Reader Comments (40)

Posted: Jun 30th 2010 1:34PM Zantom said

Posted: Jun 30th 2010 1:43PM ultimateq said

Posted: Jul 2nd 2010 4:49AM Xirifus said

Posted: Jun 30th 2010 1:40PM breezer said

Posted: Jun 30th 2010 5:55PM (Unverified) said

Posted: Jun 30th 2010 1:43PM TheJackman said

Posted: Jun 30th 2010 2:00PM Xtofer said

Posted: Jun 30th 2010 3:45PM Xtofer said

Posted: Jun 30th 2010 4:39PM Xtofer said

Posted: Jun 30th 2010 5:09PM Xtofer said

Posted: Jun 30th 2010 5:22PM Xtofer said

Posted: Jun 30th 2010 2:04PM (Unverified) said

Posted: Jun 30th 2010 2:23PM Xtofer said

Posted: Jun 30th 2010 2:41PM (Unverified) said

Posted: Jun 30th 2010 3:54PM Xtofer said

Posted: Jun 30th 2010 4:51PM Xtofer said

Posted: Jun 30th 2010 2:14PM Controlled Chaos said

Posted: Jun 30th 2010 3:16PM Alex Oglitchkin said

Posted: Jun 30th 2010 3:49PM (Unverified) said

Posted: Jun 30th 2010 2:45PM (Unverified) said

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