Executive Producer Fernando Paiz said that subscriptions have gone up 40% since the game went f2p. "All aspects of our business are growing. Hundreds of thousands of new players in the world are playing for free, with a very high percentage using the store." The topic of microtransactions is a hot one, but there is apparently something to be said for an a la carte menu when it comes to gaming. Offering the game free has given quite a few people the chance to check it out when they wouldn't have before, and in the case of DDO people are liking what they see enough to stick around.