World of Warcraft's $60 insta-90 price meant to maintain value of leveling, says Blizzard

Blizzard previously commented that it was considering selling the instant boost to level 90 that will otherwise be included in WoW's Warlords of Draenor expansion. But that price point has been set surprisingly high, at a whopping $60. Lead encounter designer Ion Hazzikostas says that price is set to assure that there is still some value in leveling the old-fashioned way.

The price leaked last week, when a brief appearance on the store page was caught by WoW Insider before Blizzard removed it.

"In terms of the pricing, honestly a big part of that is not wanting to devalue the accomplishment of leveling," Hazzikostas told Eurogamer."If our goal here was to sell as many boosts as possible, we could halve the price or more than that--make it $10 or something. And then hardly anyone would ever level a character again. But leveling is something that takes dozens if not over 100 hours in many cases and people have put serious time and effort into that, and we don't want to diminish that."

He added that the aim wasn't to set a "profit maximizing" price, just to give an easier path for multiple characters, and reiterated that the intent is to keep people from needing to buy more than one copy of Draenor.

"We realized as soon as we came out with Warlords of Draenor boost to 90, we knew that there was going to be demand for more than 1," he said. "It's tremendously awkward to tell someone that you should buy two copies of the expansion just to get a second 90. That's odd. So we knew at that point we were going to have to offer it as a separate service."