Dungeons and Dragons Online: behold the power of free

Dungeons and Dragons Online went live back in 2006, and a number of my friends took part in the beta, enjoying the game immensely. Then the product went live, and they never played again. The reason was simple: the game was $50, the monthly fee was $15, and for many gamers that's a hard sell. Then suddenly, a week or so ago, everyone was playing again. A thread about the game popped up on our forum. Where did this buzz come from? Simple: the game was once again free to play.

You can still buy a subscription, and that comes with a number of benefits, but you can also download the client for free, and play a huge chunk of the game without paying a single cent. We caught up with Fernando Paiz, the Executive Producer of the game, to explore what might be the next big thing in online gaming: not charging.