BioWare Mythic says that the market is big enough to support both free-to-play and subscription models -- and everything else in between. Talking with Gamasutra, GM Eugene Evans said that the company has to acknowledge that there are people who don't like F2P and those who do, and it's important to reach out to both groups.
With Warhammer Online: Wrath of Heroes in beta testing, BioWare Mythic is testing the waters of free-to-play while preparing for Star Wars: The Old Republic's massive subscription launch. "We often got asked about taking our old games free-to-play, and in the case of Warhammer, we felt there was a different way of doing it," he opined, going on to say that the Mythic branch was learning a lot about polish and quality from the BioWare team.
Evans commented on the observation that the widening global market means that no one business model is guaranteed to work in every country: "We're all still figuring out what free-to-play means, what the best way to monetize is, and how to run it as a business and engage players in ways they're prepared to accept."