"The numbers clearly show" that Rift's unlimited trials work

Tron Worlds marketing executive Jim Butler believes the change from a time-limited to a level-limited trial is helping Rift maintain its success.

Speaking to [a]listdaily, Butler said ongoing content updates and special events like a Guinness World Record attempt keep players interested, but also gave credit to the trial.

"The numbers clearly show that it’s working," he said.

"Moving from a time-limited trial to a level-limited one allows players to fully experience the game without worrying that a late night at work or a movie with friends will cause them to miss something," he added.

Unusually, the trial open to former Rift subscribers with low-level characters.

By including a free trial, as does World of Warcraft, Rift has arguably entered the free-to-play space - but Butler believes there's plenty of life in the subscription model yet.

"We continue to believe that there is room in the MMO marketplace for high-quality, AAA games that can command monthly subscriptions," he said.

Rift recently celebrated its one-year anniversary.

Thanks, GamesIndustry.