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Lord of the Rings Online revenues double after free-to-play transition

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

Source: Joystiq

14 comments

  • D0CCON - October 13, 2010 12:57 a.m.

    @joshin69 I'm with you! At least those ads are removed. I wonder how many reports it takes to remove them because I report every one of them I see. I'm not letting Gamesradar turn into IGN without a fight!
  • joshin69 - October 12, 2010 9:12 a.m.

    Come on GR. Will you look at the bloody bollocks above me, 5 ads all in a row. what am i supposed to do report them all? Cos no one else is! its fucking irritating!
  • AngryAmoeba - October 12, 2010 2:20 a.m.

    I was a former subscriber who came back after the transition. My character was already advanced to the 'premium' content in the game, so I couldn't progress further. But the achievements ("Deeds") system in the game awards Turbine Points, so for a while I just tried to grind those until I got enough points to get the Moria expansion. That sucked, so now I guess I'll wait until they have a crazy deal and just pay real-world moneys.
  • Pepperette - October 12, 2010 1:51 a.m.

    I have actually been enjoying LOTRO since the FTP transisrion. Seriously considering buying Turbine Points and getting the MoM expansion.
  • FALLINGINFIRE - October 12, 2010 1:16 a.m.

    I am in love with Lotro, playing a lot lately
  • D0CCON - October 11, 2010 11:10 p.m.

    $15.00 X 12,000,000 = $180,000,000 ($10 X 12,000,000 would be 120,000,000 but since there's $5 on top of that $10 you would have to divide $120,000,000 in half to get $60,000,000 and then add the $120,000,000 and the $60,000,000 together to get the grand total. Maths!) Unless you were saying that it would be more since each of those 12,000,000 had to pony up at least $20 to pick up the game and then at least $30 for one expansion and then at least $40 for another with yet another on the way.
  • nemesisuprising - October 11, 2010 9:50 p.m.

    @EnragedTortoise1 ...did you even read the article? lmao
  • ElPolloRabidoso - October 11, 2010 9:44 p.m.

    The classic FarmVille tactic: you can play for free, but if you want to be any good or do/get cool stuff, you gotta pay
  • D0CCON - October 11, 2010 9:14 p.m.

    WOW take note (although the $180 million it gets each month from 12 million suckers may be hard to give up)
  • EnragedTortoise1 - October 11, 2010 9:09 p.m.

    How does this make sense????
  • pepheb - October 11, 2010 8:42 p.m.

    I think it's logical that more people pay for a game when it becomes free, since everyone can try it.
  • JohnnyMaverik - October 11, 2010 8:41 p.m.

    Hopefully this will discourage other MMO's from using the Subscription model, the MMO market is now far too overly saturated to support it, those who are willing to shell out that kind of money on one game already have found their game of choice, those who aren't are only going to jump on board with titles if they switch to a micro-transaction lead business model, retail profit lead business model, or a mixture of the two.
  • kyle94 - October 11, 2010 8:36 p.m.

    Meh. I might check it out eventually, but I'm not really the biggest fan of MMOs. All MMOs have grinding and cost money. Even when they don't cost money (Like Guild Wars), I still find them boring and tiring. Honestly, the only MMOs I'm looking forward to are Star Wars: The Old Republic (Because a good Star Wars game makes all previous problems moot), and Guild Wars 2 (Because it's free and they're apparently trying to remove the grind.)
  • hardcore_gamer1990 - October 11, 2010 8:29 p.m.

    "Captain! I see a time sink on the horizon!" "Sail stragiht for it! We need some relief!" In all seriousness, I did not know it had gone FTP. The only reason I didn't play it up until now was my lack of money. FOR THE HORDE! ...Oh, right.

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