World of Warcraft revenues "drop 54% in seven months"

One analyst has speculated that the time may be nearing for Activision Blizzard’s World of Warcraft to make the jump to free-to-play.

A report by Superdata Research, as spotted by CVG, claims that the MMO has experienced a drop in revenues of 54 per cent in the last seven months. That’s based on a supposed April revenue of $93m – down from the $204m recorded seven months previous.

In a market where players are increasingly used to – and spending money on – in-game items, the lack of microtransactions beyond pets and mounts looks like it’s starting to hurt,” the report reads.

What we generally see after a switch to free-to-play is an influx of new players and a spike in revenues, which, if the cards are played right, can be sustained.”

However, the firm does warn that for a game that has been so successful for so long using subscriptions a move to F2P might prove more problematic than it would for other titles.

To switch entirely to F2P is currently too much of a jolt for WoW, and doesn’t make sense with the current metrics,” it added. For example, in order to have sustained the US revenues the game saw in 2011, it would have had to convert 53% of the total free-to-play audience in the US at the time.

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.

With a dedicated player base and relatively stable 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.”

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