One of the points the report makes is to show that WoW's international success doesn't necessarily translate into the same profit across the board, with Chinese subscribers actually operating under a different pay model:
However, these Chinese users are not subscribers in the Western sense of the word: they do not pay a recurring monthly fee. In fact, they generate about 0.36 yuan per hour of gameplay; thatís about 4 cents an hour. Of course, Chinese users log a lot of hours. In the second quarter of 2006, World of Warcraft generated $32 million. While this is a substantial sum in the Chinese MMOG world, 5 million Western subscribers would have generated more than $200 million over the same time period. Thus, Chinese players generate about 15% as much revenue as their Western neighbors.The report also warns that WoW's success may warp the industry's view of MMOG success expectations beyond reasonable levels. It also predicts that a lot of "dumb money" will be pumped into the MMOG market by investors hoping to cash in on the next big thing, though it points out that Blizzard was in a unique position on several levels when they released WoW, which is largely responsible for their individual success.
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