User blog comment:JAlbor/E3 2013: Answers from Elder Scrolls: Online/@comment-129.71.204.146-20130613175303/@comment-7153552-20130613194611

Studies actually show that the average player spends more money per month on a F2P or B2P game with microtransactions than on a subscription based game. A perfect example is World of Tanks. You can completely research a tank and still earn XP on it (this is called an Elite Tank), the XP you earn is spent to research new tanks and equipment. The problem is the XP you earn on a tank is used only on that tank. For gold (their purshased in-game currency) you can convert the XP from an Elite Tank into Free XP which is used on any tank you want. It's easier to spend small amounts several times a month when you aren't paying for anything to keep the game. Same thing with Neverwinter, I bought a special mount because it looked cool. It doesn't move any faster than the other mounts in the game, I just like the way it looked. Defiance, same bit. Buy to Play is my preferred business model for this game. I'll pay 60 bucks up front and occassionaly buy a cool toy or pet or mount or asthetic bit of clothes or something.