Blizzard earned over 15 million euros on a single WoW skin
World of Warcraft, one of the most popular MMORPG titles, has captivated players for years not only with its expansive world but also with its intriguing economic systems. Recently, the game introduced a premium mount known as The Trader’s Gilded Brutosaur, which not only sparked interest within the community but also generated impressive revenue for Blizzard. According to community calculations based on data from Data for Azeroth and Raiders.io, the company earned at least 15 million euros from this item.
Blizzard and microtransactions
Blizzard has long been experimenting with the microtransaction model in World of Warcraft. Every now and then, the Item Shop features unique cosmetic items, mounts, and other extras that players can purchase with real money. The popularity of these offers is evident throughout Azeroth—simply walking through the game world reveals players riding rare mounts like the Brutosaur, which has recently become a hot topic of discussion.
Initially, mounts in World of Warcraft were available for in-game currency—gold. Over time, Blizzard expanded its offerings, allowing players to pay with real money and introducing premium skin versions, which were significantly more expensive. The Trader’s Gilded Brutosaur was one such addition—an aesthetically modified version of a previous mount. Players could purchase it directly from the Item Shop for €78 (or $90).
Although the mount was available as a premium item, Reins of the Trader’s Gilded Brutosaur could also be obtained using WoW Tokens—a currency that players could buy with real money and then sell on the Auction House (AH) for gold. A single WoW Token cost €20, and its in-game value ranged from 300,000 to 400,000 gold. In practice, acquiring the mount required purchasing six WoW Tokens, translating to a €120 transaction, regardless of whether a player bought it directly from the Item Shop or through the Auction House. This system ensured that Blizzard profited either way—whether a player paid with real money or in-game gold.
Impressive figures
Despite being available for a limited time, community analyses suggest that Blizzard earned at least €15 million from The Trader’s Gilded Brutosaur. However, it’s important to note that these are estimates—based on available data and assumptions—meaning the actual revenue could be even higher. Regardless of the exact numbers, the financial success of this offer highlights the profitability of the game’s microtransaction system.
What does this mean for players?
The introduction of premium mounts to the Item Shop has both pros and cons. On the one hand, it allows players to personalize their characters and the game environment while also offering additional functionalities—such as access to the Auction House from the mount’s back. On the other hand, the high prices of these items may be controversial among players who prefer to acquire everything through gold or traditional gameplay.
Nevertheless, Blizzard remains committed to the microtransaction model, which has proven lucrative. Additionally, by selling WoW Tokens, the company not only generates revenue but also provides players with alternative ways to acquire premium items—ultimately contributing to subscription price stability and maintaining in-game economic balance.
This is yet another example of how, despite its controversies, the microtransaction model can yield significant profits. For players, this means that although paid options can be expensive, they always have a choice—they can either spend real money or earn tokens in-game and sell them. Regardless of individual preferences, this system allows Blizzard to reinvest in the game’s development, which, in the long run, could enhance the overall gameplay experience.
Given the financial success of such strategies, it is unlikely that Blizzard will change its approach anytime soon. For players, this means more options and flexibility, while for Blizzard, it ensures continuous profits and the ability to further develop the iconic title.