Lord of the Rings Online becoming free-to-play in September

The new business model for Lord of the Rings Online is to give away the game for free and have players pay for in-game items, expansions and additional quests. It pretty much seems like Warner Bros. and Turbine Inc. realized that they can't actually compete with World of Warcraft and that they need to update their business model. Personally, I really like the All Points Bulletin MMO model, where they charge you in proportion to how much you pay. If only ever other business actually updated their models to deal with the changing times....anyway, check out the press release below for more information.

Wednesday, 18th August 2010... Warner Bros. Interactive Entertainment announced today that Turbine’s The Lord of the Rings Online^TM (LOTRO) will introduce its innovative new pricing model, allowing players to download the game and play for free and purchase expansions, quest packs, items, and account services a la carte from the new LOTRO Store starting September 10, 2010.

Extending its award-winning story, LOTRO delivers the ultimate adventure featuring the massive world of Middle-earth brought to life through state-of-the-art graphics and gameplay, and a rich set of features that until now could only be found in premium subscription-based online games.

“Our LOTRO beta program has been a huge success and we want to thank all of our players who worked with us to get the game ready for launch,” said Kate Paiz, Executive Producer of LOTRO, Turbine. “Our unique pricing model has revolutionized the industry and starting in September, players will be able to choose how they pay for and play one of the world’s best online games and we can’t wait to welcome millions of new players to Middle-earth!”

LOTRO will offer players unlimited choice!

 Free means Free! – Players will download LOTRO by visiting www.lotro.com and join with millions of other adventurers as they explore the most complete and authentic recreation of Middle-earth ever created and participate in LOTRO’s award-winning epic story up to level 50 for free.

 Visit the new LOTRO Store! - The LOTRO Store is loaded with thousands of convenience items as well as expansion packs, premium content, additional character slots, potions, character customization and more! The LOTRO Store is seamlessly integrated into the game and lets the player identify new and exciting ways to enhance and customize their experience using points which can be purchased in the store or earned through gameplay.

 Be a LOTRO VIP! – Players who elect to become a LOTRO VIP will have unlimited access to all premium content, receive priority server access, 5 character slots, a shared bank slot, and a monthly allotment of points to spend in the new LOTRO Store.

The Lord of the Rings Online is the ultimate adventure. This award-winning massively multiplayer online role-playing game delivers an interactive experience brimming with life and filled with the familiar people, places and monsters from the most famous fantasy of all time. From the picturesque surroundings of the Shire to Moria, the most fearsome underground realm ever imagined, players will soon experience the world of Middle-earth for free! For more information, visit www.lotro.com.