Last June, Turbine made the decision to switch Lord of the Rings Online
from a subscription-based business model to a free-to-play model
supported by microtransactions. In a podcast interview
with Ten Ton Hammer, Turbine executives revealed that the switch has gone well for the company, with game revenues roughly tripling
. The active player base has also grown significantly
in that time. Executive Producer Kate Paiz said, "This really echoes a lot of what we've seen throughout the entertainment industry in general. It's really about letting players make their choices about how they play."