In December 2008, massively multiplayer online game World of Warcraft hit 11.5 million subscribers. However, the number of active players has not crossed that magic number since. Meaning? Well, meaning WoW, which launched in 2004, has peaked.
And with the release of StarCraft II around the corner, the number of active players could dwindle as some could leave Blizzard's WoW to invest their time in SCII.
"I don't think 11.5 million is a peak, necessarily," says Blizzard exec Frank Pearce, "but there are certain things that we need to do and need to do well in order to see it go further."
There's the upcoming WoW Cataclysm expansion pack, cross connectivity between StarCraft II and World of Warcraft, Facebook integration and more — such as the release of the WoW Rise of the Lich King expansion pack in China.
But a lot of that seems like ways to retain current subscribers.