Turbine’s decision to ditch monthly fees in exchange for a micro-transaction business model for Lord of the Rings Online has proved to be a profitable move. Speaking at GDC Online 2010, LotRO executive producer Kat Paiz revealed that revenue for the MMO has doubled since the game became free to play.
Since the transition last month, over one million new accounts have been created. In addition, Paiz revealed that 20% of former LotRO players have resumed playing again since the switch. The population boom in players has resulted in a 300% increase in concurrent users and a 400% increase in active players. Paid subscriptions for premium accounts have also increased since the switch.
“When you tell people you no longer have to pay for it, they come in droves,” explained Paiz. This isn’t the first time Turbine has seen success with the free-to-play business model. Paiz also led the charge when Turbine’s Dungeon & Dragons Online went through a similar transition to a free-to-play business model in 2009.
Oct 11, 2010