What we’ve seen pretty consistently is that when something moves from a traditional monetization model to free-to-play, you see about a 10x increase in your audience and about a 3x increase in your gross revenue.
Our customers have defeated us… They’re building content that’s just as good or better than what we’re building, and they’re building it at a spectacular rate… We have people who are making $500,000 a year selling content in the Workshop.
Gabe Newell, “A View on the Next Steps,” DICE Awards 2013.