massively multiplayer
World of Warcraft Was Originally Going To Be Ad Supported
Posted by Michael McWhertor at 8:40 AM on June 25, 2008
Blizzard's senior VP of game design Rob Pardo revealed at the Paris Game Developers Conference that World of Warcraft was originally intended to be a free-to-play, advertising supported MMO. Pardo said, reacting to the impact of free MMOs in Asia on WoW's success, that "market conditions" forced them to realise that a subscription based model was the way to go.
While we're certain that Blizzard is enjoying the 10 million or so World of Warcraft subscribers forking over $AU 13.6 to $AU 15.69 each month in fees, it would be interesting to peek into the alternate universe where WoW was funded by ads.
While we're on subscriptions, Pardo said that one of the reasons behind MMOs failing to take off on consoles is the bite that console makers want to take out. In addition to a "lack of hard drive space, and difficulty in certifying patches" taking a percentage off the top is, literally, laughable to Pardo. Many more Pardo-isms at the full report.
Paris GDC: The Rob Pardo Experience [Gamasutra]

Comments (AU Comments · US Comments)
There are currently no AU comments for this post.
willyolio
Posted 10:05 AM 25/6/08
"market conditions" = lots of people with enough money to fork it over month after month to play this game.
but what can i say, blizz makes quality games.
willyolio
idrisz
Posted 9:56 AM 25/6/08
@Kenninator:
you paying 60 for a game right now, for the same 60 dollars, you can buy 4 months of time on WOW.
WOW by far is one of the cheapest Good MMO game to play if you have time to spend.
idrisz
SpearXXI
Posted 9:53 AM 25/6/08
Either way, there is too much wasted time running around from point A to point B. *shakes fist*
SpearXXI
EnigmaNemesis
Posted 9:53 AM 25/6/08
@Herodito:
LOL!
For some reason this had me laughing!
EnigmaNemesis
Kenninator
Posted 9:50 AM 25/6/08
That might have gotten me to play it. I can't see the value in paying that much money for a game, sorry.
Kenninator
Lets-game
Posted 9:42 AM 25/6/08
if it wasnt subscription based I would still probably play it, so THANK GOD it had the subscription. otherwise its free drugs and no1 wants that :/
Lets-game
red
Posted 9:39 AM 25/6/08
@DutchOtaku: actually i could totally deal with ads like that if it meant i didnt pay, or paid little. provided they dont pop up in a window and require action to stop. might even make me buy some cillit bang instead of some other cleaning product when i was shopping.
red
TheNocturnalSun
Posted 9:35 AM 25/6/08
End boss of MC was supposed to be the Pillsbury dough boy
TheNocturnalSun
otimus
Posted 9:32 AM 25/6/08
"I wonder if they will ever convert to an advertising supported system? I'm sure the door would be flooded with potential customers."
No.
Blizzard is too greedy for that.
Just like Valve! But that's another story no one will ever agree with.
otimus
GodzillaVsJapan
Posted 9:29 AM 25/6/08
I wonder if they will ever convert to an advertising supported system? I'm sure the door would be flooded with potential customers.
GodzillaVsJapan
mfwahwah
Posted 9:25 AM 25/6/08
I'm glad this isn't true, or else I would have never been able to quit WoW >.<
mfwahwah
Herodito
Posted 9:20 AM 25/6/08
@Jeff Paine:
Nahhh, idiots are everywhere. There would be just more people on it...
ok, I see your point.
Herodito
PsycheE
Posted 9:18 AM 25/6/08
Meh, it was only a decision that involves earning of 10 digits. No big deal.
PsycheE
sh0tgunn0strils
Posted 9:17 AM 25/6/08
turns out they were right.
sh0tgunn0strils
jacksinn
Posted 9:12 AM 25/6/08
$marketConditions="Sure, merely selling the game puts money in the bank, but we want enough to do somersaults in.";
jacksinn
Aethyr
Posted 9:11 AM 25/6/08
Oh Jesus. It would've been like a better RuneScape.
Aethyr
DranzerKire
Posted 9:09 AM 25/6/08
If they did went for a free to play method, there would be a chance they would actually have had a larger user base.
DranzerKire
Jeff Paine
Posted 9:08 AM 25/6/08
If it were free-to-play there would be even more idiots playing.
Jeff Paine
wild homes and gardens
Posted 9:08 AM 25/6/08
Market conditions. Indeed.
wild homes and gardens
DutchOtaku
Posted 9:06 AM 25/6/08
''Bloodstains on your epic tunic? No problem for Cillit....''
Oh boy am i glad it didnt get so far.
DutchOtaku
MantisDragon
Posted 10:29 AM 25/6/08
I've never understood the people that think $15 a month for an online game is too much money. What else can you do for $15? While I loathe WoW, and have vowed not to go back again, I will say that it was $15 well spent. Even if I only played a hand full of hours a week, the cost to entertainment ratio was next to nothing compared to going to see a movie or spending $60 a month on a game I'll probably beat in two hours.
I constantly hear my alliance members in Guild Wars berate the cost of WoW, but yet most of the people that complained had never even played the game. They never saw the updates, added content, and polish that most MMOs just don't have the backing to do. While Arena.net made a top-notch game with Guild Wars, I can't help but imagine how much better it would have been with some monthly sub.
MantisDragon
Flawless101
Posted 10:12 AM 25/6/08
@Jeff Paine: Runescape says other wiese.
Flawless101
Coquiton
Posted 10:59 AM 25/6/08
Ad Supported? How?
Were they gonna add billboards in Lakeshire or something?
Hmm...that reminds me of something...
+ Watch video
Yeah...I guess that's how it could be done.
Coquiton
Catalyst
Posted 10:53 AM 25/6/08
Those of you laughing at this should really sit down and think what targeted advertising to 10 million plus players (likely more than that if it was free) would be worth. The answer is a whole hell of a lot of money. They could have pulled it off, and had the subscription available for those that didn't want the ads. Double money.
Catalyst
Kupaka
Posted 12:06 PM 25/6/08
@Kupaka: however, if they were to go ad-supported right now, that would probably entice more users to play than if it had launched f2p.
Kupaka
Kupaka
Posted 11:51 AM 25/6/08
@Catalyst: probably wouldn't have happened. the problem faced with f2p mmos is how to get people to spend money, if the end result of a subscripton is "cosmetic", then that is less incentive for the player to subscribe than, say, offering a more powerful weapon, or extra armor. that is the problem that plagues some mmos, in that paid suscribers are the only ones truly enjoying the game, while free players are constantly being overpowered by subsbribers. thus, instead of a 10,000,000+ player base, you would have mabye a 10,000+ dedicated base with tons of people logging in once or twice and then going to play EverQuest II
Kupaka
Amazon_Chris
Posted 11:45 AM 25/6/08
I refuse to play WoW because I have to pay to play. I don't mind an OPTION for pay to play, but I want an option to be able to pay free if it means something else happens, like ads.
Amazon_Chris
Sneakiest
Posted 1:10 PM 25/6/08
@Amazon_Chris: Yeah, God forbid we ever have to shell out money, particularly something outrageous like 60 USD/Euros for per game. Oh wait ...
... sarcasm aside, I still don't get people who think like that. I feel as if people fail to realize the amount of game time you get out of it. It's not like the game lasts a week and then you drop it. From 1-70, there's a constant dynamic and even at 70 there's a ton of things to do, no matter if you're a casual player or someone who's willing to spend hours on end in the game.
Basically, you shell out an extra 40 euros for an expansion every two years. That's still under 200 USD/Euros a year and I sure as hell know people who spend a hell of a lot more per year on video games.
I just don't get it. If Warcraft somehow becomes boring, any subscriber can just drop it and cease payments. I just don't get people nagging about the 'pay to play' when you get a far superior support in general in comparision to one-time payment games, constant updates and you can get far more game time for your buck. I can count on one hand the number of full-price games that've kept me entertained over four months (the time it takes to more or less have paid 60 USD/euros in monthly payments) and those I can specifically remember would be:
- X-Com 1/2 (yes, I liked TFTD :D)
- Counter-Strike
- Battlefield 2
Sneakiest
Scuba Steve
Posted 1:02 PM 25/6/08
I hate to say it, but having a f2p WOW would have been horrible.
Server issues, harassment.. how do you discipline someone with nothing to lose?
Sure, it'd have been free, but the monthly fee wasn't the worst thing about the game.
Imagine the gold farmers and spammers if the game only required an email address.. ugh.
Scuba Steve
Sneakiest
Posted 1:19 PM 25/6/08
... or not, guess my browser is acting up. Sorry for the (almost) triple post.
Sneakiest
Sneakiest
Posted 1:19 PM 25/6/08
@Amazon_Chris: Sigh, somebody just deleted my fairly long post so I'm just going to point you in this direction:
@idrisz: This.
Sneakiest
belo
Posted 1:13 PM 25/6/08
@Coquiton: That commercial always makes me lawl.
@MantisDragon: QFT.
When you involved in a good mmo (especially with good friends/guild), you're involved in it deep. You don't buy other games. You'll rarely play other games. So in effect, the $15 a month is saving you from spending $60+ on a new game or two every month.
Unless of course you're one of those gamers that buys maybe three games a year... then yeah. They're totally taking advantage of you. Those greedy sonsofbishes.
belo
Retorrent
Posted 3:27 PM 25/6/08
As a person who played wow from day one I have to say it was worth every dollar I spent on it.I was entertained for years and it only cost me $15 a month. No other game could have done that. Yes I still brought other games but that would only last for as long as it took me to beat it. After that it would end up in the stack of games that I would never touch again unless I was going to trade them in for something new. So for those who want to wine bout it why don't you go buy it and give it a try? I bet a good portion of you will stick with it.
Retorrent
Vanguarde
Posted 3:56 PM 25/6/08
Imagine if a ad for say, personal lubricant just showed up when you were fighting a boss or something.. and it was an audio add..
( Soft, but playful female voice) " I see that your group is farming for epics again. After the battle, why not surprise your lover with our special 'Gnome Green' version of our KY Warming gel? After all, you can trust the Gnomes to make great loot!!" Then from the sky green lube starts to fall as rain for 15 seconds.
Vanguarde
Amazon_Chris
Posted 6:09 PM 25/6/08
@Sneakiest: I'm not saying scrap the system. I'm saying make it flexible if you won;t offer a dumbed down, free to play alternative.
Amazon_Chris
brieeyeball
Posted 7:43 PM 25/6/08
@Scuba Steve: You may think it would have been horrible, but it would have been great. This is Blizzard we're talking about here, they know their shit.
Server issues? Have a queue(and a ton of servers, of course). While players are wating, serve them up a video ad.
Speaking of the ads, I'm sure there wouldn't have been horrible in-world ads. Blizzard knows well enough not to ruin the game experience like that. We probably would have had loading screen ads, character select screen ads and basically ads anywhere that aren't actually part of the world (of warcraft).
And players would have plenty to lose if they acted up. You would still have to buy a copy of the game (think D2,SC) and in the case of a F2P WoW your account would probably be tied to your copy of the game.
I Think Blizz made the wrong choice going for Pay2play, considering their freeplay roots with Battle.net. Maybe diablo 3 will be a free to play Guild Wars Style game.
brieeyeball
exeprime
Posted 9:06 PM 25/6/08
@brieeyeball: they made the most successful MMO ever and making enough money to wipe their butt with it. I think it's fair to say their decision turned out quite well. I seriously can't see a f2p MMO producing the same amount of money (and therefore, continued in-game support and developement) the paid WoW does.
exeprime
brieeyeball
Posted 9:34 PM 25/6/08
@exeprime: Either way they would be rolling in the cash by now. Catalyst pointed out the boatloads of cash they would receive *just* from ad revenue, then there's that fact that a lot more people would pick up a copy of WoW(+Expansions) if it were free to play it.
Sure, their choice turned out fine, great even, but Blizzard alienated quite a few people who will never pay for online gaming when they could have had them as customers.
brieeyeball
eugaet
Posted 12:58 AM 26/6/08
Free-to-play would've got me playing WoW. The monthly fee was the only thing that kept me from being interested. Last thing I need is another monthly bill. Already have plenty of those, thanks.
So I went with Guild Wars instead and have been happily playing since the E3 beta, one year before release. And if I decide not to play for a month or simply don't have time? Yeah, I'm not out $15.
eugaet
oberonix
Posted 9:27 AM 25/6/08
I think it would be great if they could offer an ad supported version and see how it stacks up revenue-wise compared to the monthly fee. They already have a different model in Asia where they pay roughly $0.06 an hour to play...
oberonix