Blizzard Entertainment Sells an Estimated $25 Million in Tickets to Its Annual Fan Event

Proof that subscription sites can make oodles of money from live events: Blizzard Entertainment, producers of World of Warcraft (11 million paid online subscriptions)

Proof that subscription sites can make oodles of money from live events: Blizzard Entertainment, producers of World of Warcraft (11 million paid online subscriptions) among other games, has just grossed an estimated $25 million from its annual BlizzCon fan event.Roughly $4.5 million came from 26,000 tickets sold at $175 a pop to the real-world event; plus an additional estimated $20 million worth of virtual access tickets were sold at $39.95 each (and counting… virtual tickets to the instant replay videos continue to this day.)According to price psychology research published by our sister site Subscription Site Insider, Blizzard could almost certainly raise real-world tickets to $195 a pop next year without hurting sales. (In fact, they sold out in just minutes this year, so a $20 price increase probably wouldn’t do any harm.) Could other event producers make more money by offering heavily discounted virtual tickets? If you have a big customer base or a far-flung one (Blizzard’s customers are global), it’s absolutely worth a shot. Plus, if the experience is compelling enough, this year’s virtual buyers could upgrade to real-world tickets next year. You’re priming the pump for future sales.

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