World of Warcraft has maintained a steady monthly subscription fee of $15 since its inception in 2004, with no price increases in the U.S. market. Former Activision Blizzard CEO Bobby Kotick explained that this decision was made to avoid agitating the game’s dedicated player base.
In a recent discussion, Kotick reflected on his extensive tenure with Activision and Activision Blizzard, highlighting the notable achievements of Blizzard Entertainment and the sustained success of World of Warcraft.
Kotick stated that the game has attracted over 150 million subscribers over its lifetime, solidifying its status as the top subscription model in gaming history. When prompted about the potential for raising the subscription price given its immense popularity, Kotick defended the decision to keep costs stable.
“We never raised the price,” he remarked. “My approach was to focus on introducing value-added services rather than adjusting the subscription rate. If we left the price alone, we could explore alternative revenue streams. Our audience is particularly sensitive, and even a minor increase could lead to dissatisfaction.”
Kotick also discussed the crucial role of Blizzard veteran Chris Metzen in the company’s ongoing success. He recognized Metzen as “the soul of creativity” at Blizzard. After retiring in 2016, Metzen came back as a creative advisor in 2022 and now serves as the executive creative director for the Warcraft universe. Kotick noted that before his return, Metzen expressed concerns about the quality of upcoming expansions, prompting Kotick to persuade him to come back and make improvements.
“Just come do it, you’re the guy, come do it,” Kotick recalled saying to Metzen.
According to Kotick, Metzen’s influence is evident in the MMORPG’s latest expansion, The War Within, and he expressed optimism about the next expansion, anticipating it to be exceptional under Metzen’s stewardship. Upon Metzen’s return, Kotick preferred to allow him the creative freedom to work without interference.
“What could I possibly advise Chris Metzen on game design?” Kotick stated. “I just wanted him to do his thing.”
Kotick led Activision and later Activision Blizzard from 1991 until 2023, shortly after the company’s acquisition by Microsoft for $69 billion, which followed a series of controversies surrounding the publisher.