Activision Blizzard lost around 800,000 subscribers in its latest quarter—a drop from 11.1 million to 10.3 million subs worldwide. The game will be seven years old in a few weeks and it’s been losing players since October 2010, with total losses at around two million over the last year.
Blizzard CEO, Mike Morhaime said that the bulk of these losses were down to the Chinese market but was quick to add that WoW remains the most popular MMO in China and indeed the world.
He added that a new update, due in the coming weeks would add raids and new content for those WOW players that may be growing tired of the game as it is just now.
“It’s really not intended to go out and drive new user acquisition, that’s a whole other strategy. But it does drive engagement with the game, and so that will impact churn if we do it successfully, and will eventually drive winback, as players tell each other about the content they’re enjoying”, said Morhaime.
Blizzard recently revealed the next expansion for World of Warcraft, The Mists of Pandaria, which will open up a whole new oriental-themed continent populated by a race of Pandas.