Impact: Consumers in today’s market are simply not biting on mandatory monthly subscriptions. Unfortunately, the consumer marketplace seems to demand free online play. However, this does not mean developers need to rush to a free model where they give the game away. As discussed in multiple DFC reports on the free-to-play market and the subscription model, the trend that makes the most sense is offering tiered business models. Other than World of Warcraft, no game in Western markets has been able to maintain over 500,000 subscribers at $15 a month for any period of time. Furthermore, The Secret World was seen as a strong single player game that needed more content to add replay value. Selling the game for $30 gives Funcom a revenue stream and makes it a more compelling value proposition to the user. It is important to note that Funcom is not eliminating online revenue options as they still have an optional monthly package and can sell add-on content. The reality of today’s marketplace is that consumers will not try something that has a major upfront cost barrier such as a commitment to a mandatory subscription. On the other hand it is proven that a consumer will pay $50 or more to buy a game and if they like it they will keep coming back to buy more of the same. Basically the very traditional video game model with the exception that now it is easier to upsell consumers.