Star Wars: The Old Republic ‘Going to embrace free’ Model

After a rather poor cover-up by Electronic Arts/BioWare, the original GamesTM story breaking the news of a F2P Star Wars: The Old Republic has been confirmed from the highest ranks of Electronic Arts. EA Labels president Frank Gibeau clarified the company’s intentions as a long term standpoint. Meaning the company will make whatever changes necessary to keep SW:TOR profitable.

“We’re going to be in the business from a long term standpoint so absolutely we’re going to embrace free access, free trial, ultimately some day we can move in and embrace that model. It’s all a matter of timing and thinking things through.”

Gamers looking to experience a F2P SW:TOR – yours truly among that contingent – will have to wait awhile. Gibeau doesn’t see the writing on the wall quite yet. “We have a great business right now and we’re not looking to make any abrupt changes. We made some good announcements in terms of giving you the first few levels free, because our telemetry told us that if we can get you to around level 8 or 9, you stick with us for the long term. So really the strategy right now is about opening up the funnel at the top so we can acquire more customers who are interested in Star Wars who perhaps aren’t ready to pay the full price”.

The EA Labels president fully expects TOR to be of the Lineage, WoW, Dark Age of Camelot pedigree; online a decade from now given proper production and market research. Head to the full article for all of the quotes.


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