"We are urging people to hang onto their CD keys," producer Greg Wilson told PC Gamer. "We don't have the details yet, but we really appreciate our current retail CoH fanbase, we love them and we recognise that they helped us get where we are today with this franchise. We want to make sure they feel appreciated, so there will be something special for people who are retail owners. News of that will come." So if you were going to shatter your disc in rage about the freemium followup, keep the CD key. Just in case.
As for people who haven't yet discovered Company of Heroes, and who play other free-to-play stuff on Facebook, Wilson hopes that some of the millions of players participating in social games will "get tired of that fast food style of gameplay, and they'll want to graduate to something a bit more – whether that's a triple-A PC title or something in between."