All the exclusive, convention-only Murloc plushies in the world can’t recoup the cost of cramming 20,000 frothing fans into the Anaheim Convention Center, it seems. During the 2009 Austin GDC, Blizzard co-founder Frank Pearce explained that – while certainly an excellent marketing opportunity – BlizzCon does quite a number on Blizzard’s wallet.
“BlizzCon is operated at a substantial loss for the company,” said Pearce. “It’s a huge marketing opportunity, so that’s the benefit we get out of that. But in terms of any kind of financial gain, it actually is a loss for us.”
As to how many arms and legs the company pays each year, Pearce wouldn’t say.
Fear not for BlizzCon, though. The jolly blue gaming giant loves its fans, and treats the massive gathering as “an operating expense.”