Lord of the Rings Online Doubles Revenue After Move to Free-to-Play

By Brian Leahy, Oct 08, 2010 3:20pm PDT At GDC Online, Turbine revealed that revenue for Lord of the Rings Online has doubled following its switch to free-to-play with an in-game store for premium content.

Executive Producer Kate Paiz explains that "when you tell people you no longer have to pay for it, they come in droves," according to Joystiq.

Here are some of the statistics resulting from the switch:

  • 20% of former players have returned.
  • 300% increase in peak concurrency.
  • 400% increase in total active players.
  • 52% of players have purchased something via the in-game store.
Turbine found similar success is switching Dungeons & Dragons Online from subscription to free-to-play. Meanwhile, Blizzard is now claiming 12 million subscribers for World of Warcraft.

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