400,000 Players Left The Old Republic In The Last 3 Months

In an earnings call today, Electronic Arts revealed that arguably their biggest software launch in 2011, Star Wars: The Old Republic, has dropped 400,000 subscribers in the past 3 months.

The Old Republic launched on a subscription plan last year, simliar to that of World of Warcraft. While many MMOs have launched in the free-to-play market, Bioware and EA have stuck Blizzard's incredibly profitable model. EA confirmed to reporters today that the loss of players is a direct result of free-trial subscriptions ending, mean those users weren't converted into subscribers.

What do you think EA and Bioware need to do to win users over and convert new subscribers?

[Source]