Ten Ton Hammer - Flaccid Launches Hurt F2P Performance.
"If Mike Tinney, North American President for CCP, is right when he says retention is a bigger factor than big numbers in the success of MMOGs, then F2P games have got to change their focus from cycling players through a network full of games to a focus on keeping players in a single game. As I have noted before, this means making betas be about fixing bugs, finding different ways to market, and making launch day noticeably different from beta. If retail boxes aren’t the answer, then television commercials and print ads will have to fill in the gaps."