MOD CASE 1

MOD CASE 1

High involvement: Computer Software: World of Warcraft

In the United States, Canada, and Europe, Blizzard distributes World of Warcraft via retail software packages.] The software package includes 30 days of gameplay for no additional cost. To continue playing after the initial 30 days, additional play time must be purchased using a credit card or prepaid game card. The minimum gameplay duration that a player can purchase is 30 days using a credit card, or 60 using a prepaid game card. A player also has the option of purchasing three or six months of gameplay at once for a 6-15% discount. In Australia, the United States, and many European countries, video game stores commonly stock the trial version of World of Warcraft in DVD form, which includes the game and 20 levels] of gameplay, after which the player would have to upgrade to a retail account by supplying a valid credit card, or purchasing a game card as well as a retail copy of the game.

In Brazil, World of Warcraft was released on December 6, 2011 via BattleNet. The first three expansions are currently available, fully translated, including voice acting, into Brazilian Portuguese.

In South Korea, there is no software package or CD key requirement to activate the account. However, to play the game, players must purchase time credits online via credit card or the ARS billing system. There are two kinds of time credits available: one where the player is billed based on the actual number of minutes that will be available, and one where the player can play the game for a number of days. In the former, time can be purchased in multiples of 5 hours or 30 hours, and in the latter, time can be purchased in multiples of 7 days, 1 month, or 3 months. As software packages are not required, expansion pack contents are available to all players on launch day.

In China, because a large number of the players do not own the computer they use to play games (e.g. Internet cafes), the CD keys required to create an account can be purchased independently of the software package. To play the game, players must also purchase prepaid game cards that can be played for 66 hours and 40 minutes.A monthly fee model is not available to players of this region. The Chinese government and NetEase, the licensee for World of Warcraft in China, have imposed a modification on Chinese versions of the game which places flesh on bare-boned skeletons and transforms dead character corpses into tidy graves. These changes were imposed by the Chinese government in an attempt to "promote a healthy and harmonious online game environment" in World of Warcraft. The Chinese government has delayed release of the Wrath of the Lich King expansion, due to what it feels is objectionable content. NetEase took over licensing of World of Warcraft from The9 in June 2009 following the expiration of The9's contract] and were able to secure a launch for Wrath of the ...