Why WoW Subscription Prices Have Never Gone UpIts A Prickly Audience

World of Warcraft has required a $15 monthly subscription to play since its launch back in 2004, but in all those years, the price in the US has never gone up. According to ex-Activision Blizzard CEO Bobby Kotick, it was due to not wanting to "agitate" the game's playerbase.

In an interview with the Grit podcast, Kotick reflected on his long history as the CEO of Activision and later Activision Blizzard. Along the way he dove into details about developer Blizzard and WoW's success.

He said the game over its lifetime has seen over 150 million subscribers, making it the "best subscription business of all time." When one of the interviewers suggested the price of the subscription could have been "priced more highly" given WoW's huge success, Kotick pushed back against the idea.