World of Warcraft Revenue Dropped 54% in 7 Months

On August 1, Activision Blizzard said in its second quarter financial results that World of Warcraft had approximately 7.7 million subscribers. Before that, the company said it had more than 8 million subscribers in the first quarter, and more than 9.6 million in the fourth quarter of 2012. More than 10 million subscribers still clung to the MMORPG in the third quarter of 2012.

On a financial level, SuperData Research reports that World of Warcraft revenue tanked in a span of seven months, with the MMORPG generating $204 million in September 2012 to $93 million in April 2013. The firm claims that a lack of micro-transactions beyond pets and mounts may be hurting business, especially when players can jump ship and spend their cash on a larger assortment of items in competing free-to-play games.

"Games with micro-transactions have long been trumping subscription ones in total revenues in the US, but the decision to switch to a hybrid or F2P model was one that didn't make sense for all games, one of them, currently, being WoW," the firm states. "With a dedicated player base and relatively stable Monthly Active Users (MAUs), WoW would need a convergence of factors to make the switch beneficial. It looks like those factors are starting to stack up, but haven't hit critical mass."

Once an MMORPG switches over to a free-to-play model, there's an influx of new players and a spike in revenues. This can be sustained if the developer/publisher has the proper setup to keep players engaged with the game enough to willingly play money. But World of Warcraft can't suddenly switch over to a sole F2P model; it would be too much of a jolt, the firm said, and doesn't make sense with the current metrics.

"Despite major declines in total revenues between September 2012 and April 2013, the game has seen an increasing conversion rate for the current, add-on, extra-game store, and its micro-transaction revenues have held pat overall," the firm states. "What it tells us is that dedicated WoW players are interested in—and will spend money on—micro-transactions. By bringing this system into the game, and allowing for power-ups and performance-based micro-transactions, WoW hopes to further entice players to spend."

Back in July, Blizzard confirmed that it's already working on an in-game store for the MMORPG. Right now the project is in the exploration process, and will initially be tested with new items that Blizzard plans to introduce in the Asian regions. These items include an experience buff to assist with the leveling process and an alternate way to acquire Lesser Charms of Good Fortune. Blizzard will be seeking feedback on these specific items and about what the company will ultimately stock on the in-game store's shelves.

Could this in-game store open the door to a hybrid subscription model already used in competing games? While subscribers would get the full, premium experience, free-to-play gamers could still experience the world beyond the limits of the "demo" by purchasing what they want in addition to the cost of the game itself. This model would help increase revenue and bring in more players who were previously turned off by the subscription model.

Going completely free-to-play, however, is definitely out of the question. "In order to have sustained the US revenues the game saw in 2011, it would have had to convert 53 percent of the total free-to-play audience in the US at the time," the firm states. "However, there are now more F2P gamers in the country—and worldwide—so it's becoming easier to capture this audience. But there's also more competition."

To read the full report, head here.

  • martel80
    In other words, there's still some time left before they need to switch from hand milking to suction pumps. :)
  • knightmike
    My ideal way to pay for a MMO is with a subscription that gives full access to content including major patches (AKA expansions).

    What I don't like are F2P games like LOTRO. You have to spend hours researching the store so you don't waste money.
  • Marcus52
    Actually there is a lot of resistance to more micro-transactions than pets and mounts in WoW's current player base. They announced a plan to test a leveling potion in the Eastern marketplace, and it was resoundingly slammed on the Western-market WoW forums.

    Those of us paying subscription fees in WoW do NOT want "F2P" elements mucking with the game. They are already dropping players every quarter, I suspect the addition of micro-transactions that effect game play will cause them to lose more at a faster rate. They would have to be betting that the new players would more than replace those of us that left.
  • cats_Paw
    So... basicly the numbers are telling them "you are doing it wrong" and they still belive its good.
    Way to go blizzard!
  • StarBound
    There are 2 things working against them.

    Firstly is that the game has been going for 10 years. There is that level of fatigue that has settled in. No matter how much extra you add WoW is still WoW. After Wrath of the Lich King I've been waiting patiently to no avail for Warcraft 4 to return to its RTS roots to create a new story of Horde vs Alliance action to set the stage for a WoW2 maybe years later. This has not yet happened and I've grown distant from the Warcraft universe.

    The Second is perhaps not just F2P but I prefer my pay once model and play the game with micro transactions never imbalancing the game. I compare every MMO that is released to Guild Wars 2. The prospect of paying once for a game and enjoying it as long as the servers run is just something that can't be ignored. I don't know how the game makes its money but the amount of updates the game receives is nothing short of breathtaking.

    If WoW maintains a 3 million sub base they still have no problems. But the game needs a break and overhaul before we can come back to a fresh WoW experience.
  • senkyen
    WoW loosing players and revenue is pretty much obvious, but I'm not sure the results of this report are accurate. They are comparing total revenues, but 7 months ago (September 2012) is when the last expansion was released, which means millions of 40$ box sales, so it is kind of expected to see bigger revenues is September and October because of that. It would be much more interesting to see a graph that shows the revenues from a few months before the expansion release up until now because that would offer a more meaningful comparison point.
  • eiskrystal
    It must be terrible to be reduced to only making $93 million per month on a 10 year old game. Clearly they are in deep trouble and that 3rd yacht will now be forever out of reach.
  • Jonathan Marsh
    lol, XP boost potions in WoW? I only takes a couple days to get to max level. Why not just give players the option to buy a potion to directly level them to 90?

    Blizz better get Titan sorted out, and actually pay attention to how different WoW is from the newer MMOs.

    WoW was a great game, until they dumbed it down so much. At this point I am not sure how a lot of costumes could influence how many people want to play. Especially considering the graphics compared to FFXIV, GW2, and TERA.

    Throwing in Pay-to-Win items would really hack a lot of people off. So I am not sure what micro-transactions would be worth it. Mounts? Skins? More Pokemon?
  • heero yuy
    blizzard do need an in game cosmetics store
    that is priced correctly
    the xp potion is acceptable but unfortunately people think any sort of boost = p2w
  • Jonathan Marsh
    As I was saying, compare the graphics between WoW and other newer MMOs. It's like getting costumes for Pacman.

    I am impressed that WoW is still going strong. After trying out other MMOs I have never thought twice of going back.

    I would have been extremely happy if Blizz had brought out WoW 2.0 using UE3, and reworked all the spells etc. and made it more of an action MMO. Same world, different take.

    Then again, that is the style they choose ... back in 2004. It is 9 years later. Use that immense amount of lore they have and look at F2P, with lots of customisations through micro-transactions.