Any time a new and potentially popular MMOG is announced the term WoW-killer will inevitably be used. THQ president and CEO Brian Farrell recently made it a point at the Goldman Sachs Technology and Internet Conference that this isn't the case with Warhammer 40k as it is a futuristic sci-fi MMOG and not directly competing with Blizzard's flagship title. But the most notable detail reported by IGN is the company's plan to incorporate a flexible business model, using subscription in Europe and North America, but keeping a microtransaction or a time-based sessions model for Asia.
We think the subscription model still works in North American and Europe, It's more challenging in Asia, so we're building it in a way that we can either use time-based sessions or microtransactions as the business model in different markets.
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