Gamers With Jobs has posted a look at the new way that Lord of the Rings Online is planning to approach open beta and launch!
Turbine's open beta has replaced that first struggling month of pay-to-play retail launch that can be so painful in MMOs. This is nothing new for Turbine. Jonathan Hanna, Director of Community Relations at Turbine, has always thought the focus on the newly-entering retail customer put the pressure on too late. "The truth is, our strategy for that is treat them like customers even during beta," he says. "My mantra is 'beta is live.'" But it's the first time in history that so much focus has been put on the last month before retail.
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