World of Warcraft In-Game Store Launched

Blizzard has integrated a shop interface into World of Warcraft, allowing the real-money purchase of mounts and pets without leaving the game. At this moment, all items are sold with a 50% discount.

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Players are offered to buy 9 pets (Alterac Brew Pup, Blossoming Ancient, Cenarion Hatchling, Cinder Kitten, Lil’KT, Lil’Ragnaros, Lil’XT, Pandaren Monk, Soul of the Aspects) and 6 mounts (Armored Bloodwing, Celestial Steed, Enchanted Fey Dragon, Heart of the Aspects, Swift Windsteed, Winged Guardian).

Pets are priced starting at $10, and mounts are available at $25 and higher. Reasonable, right?
«You can now browse and purchase a bevy of mounts and pets from directly within World of Warcraft through our newly added Shop interface. Just click the Shop icon on the menu bar once you’ve logged in to a character, and you’ll be able to pick out a new friend to add to your collection and start your adventures together right away. By combining the best of cutting-edge goblin and gnomish technology, we’ve also made it possible for you to receive your new pal right in your inventory (or via mail if your inventory is full),« — says the post in official World of Warcraft blog.

Let us remind that Blizzard first launched the virtual store in 2009, and players loved it. What they absolutely did not like was the purchase process, it turned out to be too complicated. To buy an item in the store, the player had to quit the gameplay, go to Battle.net, login, find the Store button, choose the item, enter CVV code or link a credit card and receive a notification in his in-game mailbox. The player then had to get back to the game and find the nearest mailbox in the city. But that was not it. The item received in the mailbox had to be transferred to inventory and activated. This long process discouraged many players from buying items in the stire. Now, however, the purchase can be completed in a couple of clicks regardless of what the player does and where he does it.

Maxim Fedurin, analytic at Xsolla, commented on the recent in-game store launch by the World of Warcraft:

«This was a smart move by Blizzard. It is a proven fact that payment conversion is higher when the payment process is quick and easy. One of the ways to increase conversion is to sell packages (currency packages, item packages or combined packages). When the contents and the prices are selected carefully, players need less time to choose and make a purchase decision.

Intuitive interface of the payment page is also a very important factor. One-click purchase, data-saving and recurring payment options — all these features improve players’ payment experience. Wide selection of payment options is another thing to be considered. Players should be offered local payment methods, regardless of where they are and what their preferred payment method is.

When users start playing F2P games (WoW can be considered a free-to-play game because of its Starter Edition), most of the time they do not plan in spending money. Next year Blizzard is to launch Warlords of Draenor for World of Warcraft, so new items will appear in the store.»

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