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"When free-to-play launched in November, it "blew all expectations out of the water," said Ohlen. Subscriptions started going up again. Concurrent players on the servers went way up. Both of those statistics continue to rise. As Ohlen put it, TOR is the second biggest subscription MMORPG in the western world, it has had two million new accounts since the F2P launch, thousands of new players try out the game everyday, and TOR is one of the largest microtransaction money-makers for publisher EA."
Also, interesting that "We didn't have some important social features such as a group finder to make finding groups at the elder game easier" was cited as one of the early problem.
... so LFD and F2P ... turned TOR around.