Get your job in front of the right talentSearch our CV libraryUtilise the global reach of

Activision Blizzard to stop reporting Warcraft subscribers

Company will use unspecified engagement metrics as "better indicators" of business performance

This morning, Activision Blizzard reported that the World of Warcraft subscriber base has fallen to 5.5 million people. That may be the last solid number the company gives out for the venerable MMORPG, as Activision Blizzard also said it would no longer be providing quarterly updates to that figure.

As GameSpot reported, company representatives confirmed the news in a post-earnings call, saying, "Note that this is the last quarter that we plan to provide subscriber numbers. There are other metrics that are better indicators of the overall Blizzard business performance."

Instead of subscriber numbers, Activision Blizzard intends to use unspecified engagement metrics.

As the company has pushed toward a "year-round engagement model" with its franchises, it has similarly de-emphasized traditional performance metrics like sales figures. It has never reported sales figures for Destiny, instead relying on "registered users" numbers, sometimes even pairing that with the number of registered users for the free-to-play Hearthstone and reporting a combined number. In its quarterly earnings, Activision Blizzard pointed to "key engagement metrics" for Hearthstone being up 77 percent, but neglected to detail what those metrics were.

 Get your job in front of the right talentSearch our CV libraryUtilise the global reach of

More stories

Activision Blizzard delays vote on executive pay amid criticism over Bobby Kotick's compensation

Call of Duty publisher claims "misleading" information on the subject had circulated online

By James Batchelor

Activision Blizzard wins patent lawsuit after nine years

The judge ruled that the patents were "not inventions" of Worlds Incorporated, which was suing for infringement

By Marie Dealessandri

Latest comments (5)

Jim Webb Executive Editor/Community Director, E-mpire Ltd. Co.5 years ago
Funny. Microsoft just announced they will no longer provide console sales and will instead report subscription data. Activision announces it will no longer provide subscription data and will instead report engagement data.
4Sign inorRegisterto rate and reply
Curt Sampson Sofware Developer 5 years ago
The ghost of Mark Twain is clearly returning. "Figures often beguile me, particularly when I have the arranging of them myself."
1Sign inorRegisterto rate and reply
Casey Anderson Product Manager, Big Fish Games5 years ago
With this and the King purchase, it is enough to make me wonder if they are planning to move WoW to a F2P model. There is a massive secondary market for WoW items and services, so perhaps the waning subscription base is finally causing ActiBliz to feel the pressure to capitalize on that market.
2Sign inorRegisterto rate and reply
Show all comments (5)
Alfonso Sexto Lead Tester, Ubisoft Germany5 years ago
Sorry if I repeat myself, but I just love the sentence (and has a lot of applications, as you can see...)
Once again: "If I close my eyes, the dragon will go away..."
2Sign inorRegisterto rate and reply
Shane Sweeney Academic 5 years ago
The Warcraft movie might cause WoW subscription to go back up, you can bet ActBlizz will start reporting the leap in users quick smart.
0Sign inorRegisterto rate and reply

Sign in to contribute

Need an account? Register now.