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Bobby Kotick
Former CEO of Activision Blizzard, Independent

World of Warcraft Never Raised Prices | Bobby Kotick

🎥 Feb 18, 2025 📺 KleinerPerkins ⏱ 0m
150 million players churned out of World of Warcraft—it was the most profitable MMO of all time. Could Blizzard have raised prices? Maybe. But as Bobby Kotick explains, even a single dollar increase could have sparked backlash.  Instead, he believed in value-added services over price hikes—a philosophy that shaped one of gaming’s most iconic business models. In this episode of Grit, Kotick shares the high-stakes choices and defining moments that shaped some of gaming’s biggest success stories. Tune in to this episode with the link in the comments. #podcast #worldofwarcraft
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About Bobby Kotick

Bobby Kotick, the former CEO of Activision Blizzard, has continued to make public appearances and comments on a range of topics following the completion of Microsoft's acquisition of his company. In a May 2025 interview at the Berkshire Hathaway annual meeting, Kotick described the event as "a reminder of how important capitalism is as the foundation of democracy." He also expressed concerns about U.S. fiscal policy, stating that "neither one of the political parties seems to have a huge appetite for really going after spending" and that "K through 12 US expenditures are something in the neighborhood of a trillion dollars but we're now at a place where kids are graduating at 30% of their grade level expectation." Kotick has also discussed his philanthropic focus on veterans' employment, noting that veterans are "two to three times less likely than an ordinary citizen to find a job." Kotick has reflected on his tenure at Activision Blizzard and the Microsoft deal in various interviews. He stated that the company was "very surprised" by the workplace culture allegations filed against it, but said they were resolved "in a way where the bulk of that money is going to our employees, not to the state." He described the Microsoft acquisition as a response to the need for talent in AI and machine learning, saying "Microsoft is clearly right now the leader in AI and machine learning." Kotick has also shared anecdotes about his career, including a story about Steve Jobs insisting he drop out of college, and has commented on the video game industry's evolution, noting that "smartphones became the dominant form of delivery devices for video games" and that the industry has seen "the democratization of video games."

Source: AI-verified profile updated from Bobby Kotick's recent appearances. Browse all interviews →

Transcript (1 segments)
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Bobby Kotick0:10
Wow, it's a crazy number. Those are people paying $15 a month. It was the best subscription business of all time. You know what my view was? Come up with value-added services, come up with new things to sell, but just leave the price there. A prickly audience, and even a dollar increase would have been a problem in life.