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LotR Online's Free-To-Play Switch Tripled Revenue

Posted by Soulskill on from the one-does-not-simply-log-into-mordor dept.

Last June, Turbine made the decision to switch Lord of the Rings Online from a subscription-based business model to a free-to-play model supported by microtransactions. In a podcast interview with Ten Ton Hammer, Turbine executives revealed that the switch has gone well for the company, with game revenues roughly tripling. The active player base has also grown significantly in that time. Executive Producer Kate Paiz said, "This really echoes a lot of what we've seen throughout the entertainment industry in general. It's really about letting players make their choices about how they play."

2 of 91 comments (clear)

  1. DUH! by Anonymous Coward · · Score: 5, Insightful

    Yes, allowing people to actually pay (and play) when they want to, and not be forced to feel like they HAVE to get their money's worth with a subscription system, is proven to be better for both the gamer AND the company.

    1. Re:DUH! by Christophotron · · Score: 5, Informative
      Wow, LotRO made the /. headlines, awesome :)

      I had never previously paid any money to play an MMO before LotRO. I used to play Ultima Online, first as a free 1-month trial and then on free unoffical servers many years ago. I joined LotRO a few months ago because it was free to play, and I quickly became hooked. It is a very high-quality game and very fun to play. Yes, I admit it is very commercialized because there is a 'store' built right into the game, and you can purchase points to buy things in-game. These things include additional content, quests and such, items, and lots of other 'little' things that can make things more convenient and/or fun.

      But the beauty of it is -- you don't need to purchase _anything_ from the store to play through the main quest line, or to go to any area in the game except the major expansons. You can also _earn_ points without paying real money for them, just by playing the game. So I could avoid a monthly fee altogether and just throw a couple of bucks at it if there's something I want, or I could earn it by playing. And the stuff you spend the points on does not really imbalance the game. Sure, you can level a little bit faster or you can fast-travel to distant lands a bit more easily, but it's not like the free players are at a huge disadvantage.

      I played for about a month and then I purchased the big expansion for the game, Mines of Moria. You need to be level 45+ to really go to the expansion area, anyway.. So along with this expansion I got a 'free' month of 'VIP' access, which includes many of the perks you can purchase using the points system. I really liked having these things after my free trial expired, so I decided to continue my VIP access by paying $10/month. I still play this game every day, so why not? But if I ever start playing less frequently, I can completely stop paying any money and still reap the benefits that I have unlocked already. That, to me, is really awesome. If this were WoW, if I stopped paying I could not play at all, period. It's a really ingenious system, IMO.