Conventional wisdom says, "Build your MMO from the ground up with your business model in mind." Yes, you should. So why would the longest-running comic inspired MMO in the world even consider a change in business models when it has seen success in its subscription service? This session takes a detailed look at the process that NCsoft and Paragon Studios took to evolve the award-winning City of Heroes to a different business model, beyond free-to-play versus subscription service. Senior Vice President of Brand & Business Strategy, Ross Borden, will cover the design and technical challenges involved, the team's commitment to player choice and better service, as well as how focus groups with current players helped shape what became one of the most innovative and widely welcomed business model changes in the MMO market.