Blizzard keen on WOW micro-transactions

Item sales will be purely optional, though.

According to VG247, Blizzard chief Mike Morhaime told the Activision Blizzard investor conference that the company sees micro-transactions as an important part of World of Warcraft's future.

"We... expect digital sales to increase in the future, and plan to take advantage of it," he said. His comment follows the appearance of the pet store earlier this week, offering the first ever sale of in-game items for WOW.

Morhaime offered reassurance that any in-game items or services Blizzard sells for the game, on top of the regular subscription, will be inessential.

"All value added services are not required, as they are optional only nor will they adversely impact the experience should customers decide not to participate or purchase them," said the Blizzard boss.

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