Wednesday, 25 March 2015


With further details of the WoW token released by Blizzard yesterday, it's time to review what will happen when it is released, which should happen in the Americas first. It will be rolled out there "in the weeks following Patch 6.1.2’s release". I imagine Blizzard will want to get Noblegarden over before the launch, so they can start collecting data in a "normal" period, rather than one where prices might be driven by a seasonal event. So let's say the Tuesday after Noblegarden, Tuesday 14 April. [Edit: it actually appeared the previous Tuesday, 7 April]

Blizzard have also firmed up the earthly price ($20 or the equivalent in your currency). What they haven't yet done is firmed up the Azerothean price. Gold is still selling on various "illegal" websites for about 1500g/$, so I think that 30 000g is a reasonable place to start. I imagine, though, that Blizzard will want to make this attractive to gold buyers, and put pressure on third-party gold sellers. That makes me think the initial price will be 40 000g for a token. [Edit: the initial price was 30 000g]

Let me first distinguish two tokens here. There is a WoW Token that Blizzard sells for $20. It has only one use: you can sell it in the Auction House for an Azerothian price set by Blizzard. When it appears in the Auction House, it is transformed into a WoW Token that can be bought at a price fixed by Blizzard, and it too has only one use: to add 30-days of game time to your account. As their icons are different (one looks like it's made of steel, the other is golden), I'm going to refer to them as the $teel WoW token (costs $ to buy) and the Gold WoW Token (costs gold to buy).

So let's look at the buyers of the $teel WoW token. Firstly, these are our avatars on earth (the 'players') rather than ourselves in Azeroth (the 'adventurers' or 'characters'). Players buy these tokens for $20, and presumably assign them to a particular adventurer who then lists them on the AH. Why would players do this? Because their adventurers are poorer than the players - they have less gold than they want, while the players have more dollars than they want.

The wants of the adventurers can be split into one-time wants and ongoing needs. Take the typical raider: she may want some pets, mounts and toys. These are one-time wants in the sense that once she has the item, she doesn't need another. To stimulate this want, Blizzard will have to release more pets mounts and toys that she can buy for gold (expect expensive flying licences for Draenor later this year).

Her ongoing needs are mainly for flasks, potions, food and repairs. She also needs gems and enchantments as she gets some gear. Up to now, she has been struggling to meet her repair bill, eats other people's food and skimps on flasks and potions. On a typical raid night, her bill should be about 250g for repairs, and another 250g on the other stuff, but she struggles just to scrape together the money for repairs. If she raids twice a week and does LFR/dungeons another night, she could easily want 1500g/week, though in reality she keeps the bill to 500g by skimping on consumables and not repairing damaged gear before and during LFR. Selling one $teel WoW token will initially cover these ongoing costs for about 26 weeks (if the initial price is 40 000g). Or fewer weeks, but leaving spare gold for one-time wants - mounts, pets and toys. For the sake of argument, let's say the gold lasts the average buyer 20 weeks, and then they will want to buy another.

Who are the buyers of the equivalent Gold WoW Token? They are players with a stockpile of gold, with nothing else worth spending it on. They will be wanting to buy 30 days' game time. If the cost of the token is 40 000g, they need to be earning 1333g/day to keep up. Otherwise, they will run down their stockpile and eventually will have to spend dollars again.

If the price is to remain in equilibrium at 40 000g, then the number of Gold token buyers, who want to buy a gold token every month, must be about the same as the number of buyers of Iron tokens at any time. But we've seen that they need only buy once every 20 weeks or so, while the buyers of Gold tokens want to buy every 4 weeks or so. So the pool of Iron token buyers must be about five times as large as the pool of Gold token buyers for this to be possible.

Now lets look at week 1. The prices will be around 40 000g/20$ that week. Almost every $teel token buyer will spend their $20 that week to get the gold they want. Every Gold Token buyer will be spending their 40 000g to get their free game time. All $teel token buyers will receive the gold they want. Blizzard will see to that. Even if it means printing gold, I very much doubt that Blizzard will return a token unsold to a player. If the pool of $teel token buyers is indeed five times the size of the pool of gold token buyers, all gold token buyers will be satisfied.

What will happen in week 2? Nothing much. Buyers and sellers of both currencies will have dried up, as everyone did what they needed to do on week one.

Week 5? Any $teel token buyer [who as you recall is a gold token seller] bought and sold in the first few weeks. They have their gold. It'll last most of them 20 weeks or so. But gold token buyers, who want free game time, need to use a new token; and unless they stocked up on week 1, they are going to have to buy one. While sellers are still thin on the ground, buyers will be turning up in their droves, camping the AH to snap up any that might appear. Prices will rocket.

So. Whatever the initial price is, be clear that it will rise steeply in week 5 if not before, and continue to climb until $teel token buyers run out of gold again, or see the gold value of a token as too mouth-watering to ignore.

Recommendation: buy Gold WoW tokens on day 1. Buy all you can afford. There will never again be such a concentrated glut of sellers. The price will never drop to 40 000g again. Don't buy $teel WoW tokens before week 5, once the upward price momentum of gold tokens is obvious.

Addendum: I expect Blizzard to be a little surprised by this. Once they see the inexorable rise of the gold WoW token, they'll be scrambling to find things for people to spend their cash on - expect expensive new mounts, new toys, new pets, soon. Also expect repair bills to rise and gold sources (such as quest rewards and mission rewards) to dry up. See also Plexing Warcraft for the social effects of this move.


  1. Thank you for your analysis!
    Much appreciated.

  2. Very good article, I also posted about it on wow-europe:

  3. Thanks, guys! I read your post, Meyli, and the discussion it generated. I think that the arrival of the token will also make people think twice about grinding for gold, since we'll now be able to calculate in $ terms how much we're making in an hour of grinding. Once we see we aren't even making minimum wage, buying a $teel token becomes a no-brainer if we don't enjoy the grind.

    I mentioned the effect this would have on players in Plexing Warcraft

  4. Why do you think is the Gold price dropping so hard?
    Cuz of the 10 Token cap?

  5. How are you feeling about WoW Tokens now, after a week on the market and the current state of prices?

    Might be a topic for a follow on post.

  6. I was happy enough to see Blizzard set the initial price at 30 000g. I think the price of the Gold WoW Token is dropping because as expected, there is an initial glut of people who want gold. I was surprised by how much it fell and by how much the daily variation is.Perhaps this is an artifact of the artificial price-setting algorithm Blizzard are using. Anyway, I'm still expecting the price to rise after a month, and I re-iterate my current "buy" recommendation for the Gold WoW Token.

    Blizzard seem to have now removed the 10 token cap for gold WoW Token buyers, so I think that implies there are still many more sellers of the gold WoW token in the market than buyers.

    I'll certainly be following up on this in a later post. I'm keen first to see the market on the EU servers when they go live.