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Tamriel Unlimited and ESO's console launch were big hits, says Firor, "and mostly because we didn't go free-to-play"

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Zenimax Online
The last time ZeniMax Online Studios' Matt Firor visited Berlin something very special happened. It was 1989, and he and several friends had finished one party, Oktoberfest, to head for a very different kind of celebration: the fall of the Berlin Wall.

"I got tear-gassed," he recalls, laughing. "There were gangs fighting. It was crazy. It was a lot of fun."

And Firor is celebrating now, too. Following his talk at this year's Quo Vadis conference, The Elder Scrolls Online's game director beamed when the crowd asked about the progress his team had made in 2015. After launching with monthly subscriptions, ZeniMax shifted towards a model similar to that used by ArenaNet for Guild Wars in March of last year. Those interested in subscribing were still able to do so, while those who preferred to buy their content for one price also had that option.

"For us, it was about finding our audience," Firor says. "ESO is really as much an RPG as it is an MMO, and subscription resonated with one half of the audience but not the other half. RPG players, Skyrim players, were just not used to that.

"They weren't into it. They didn't understand it. They just did not want to do it."

Ultimately, the subscription model ended up alienating what one would expect to be the game's obvious audience: fans of Oblivion, Skyrim, and Bethesda's other single-player RPGs. The changes that ZeniMax Online implemented in 2015 were about reaching beyond the MMO players who preferred the subscription model, and seeking the approval of those accustomed to spending on The Elder Scrolls console games. Reception to Tamriel Unlimited has been "uniformly positive" across both existing and new players, and that's precisely because ESO retained the option to subscribe, and resisted another prevailing trend in MMOs.

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