Since its US launch in 2004, World of Warcraft has maintained a steady $15 monthly subscription fee, a remarkable feat in the ever-evolving gaming landscape.  Former Activision Blizzard CEO Bobby Kotick recently shed light on this decision during an appearance on the Grit podcast, attributing it to a conscious effort to avoid upsetting the game's dedicated player base.

Kotick highlighted the game's impressive reach, boasting over 150 million subscribers and labeling it "the best subscription business ever." When questioned about the rationale behind maintaining the price despite such success, Kotick explained, "We never raised the price.  My philosophy was, you can add value-added services, you can create new things to sell, but don't touch the price.  We can find ways to sell them other things."

He further elaborated on the sensitivity surrounding price adjustments for the game's community: "You know, it’s a tricky audience.  You don't want to do too much that upsets them.  In my view, even raising it a dollar would upset them."

While the US subscription has remained consistent, several other regions have experienced price hikes.  Australia and New Zealand, for example, saw increases earlier this year.  This highlights the unique approach taken in the US market, recognizing the potential backlash from a passionate and established player base.  While renowned for their loyalty, WoW players are also known for their vocal responses to changes they perceive as negative. The delicate balance between maintaining affordability and introducing new revenue streams is a challenge faced by many long-running online games, and WoW's strategy offers a unique case study.