At the London Games Conference, Bigpoint CEO Heiko Hubertz made the bold prediction that The Old Republic will never see a profit: "If you look at Star Wars from EA and BioWare, they estimated a development budget of over $100 million. This is an online game for many million of subscribers, so the publisher does not understand that a subscription model is not the future. With microtransactions maybe I see the game having a chance but I don't think that EA or BioWare will ever be profitable with this game."
EA BioWare has yet to release a definite pricing plan for TOR, although it is widely believed it will be subscription-based. Earlier this year, Dr. Ray Muzyka said that there will be "more of the traditional business model with maybe some twists as well."