The case of Runescape is very simple. They got bought out in 2012 by Insight Venture Partners, a firm specialized in buying out MMO's and milking them for every

The case of Runescape is very simple. They got bought out in 2012 by Insight Venture Partners, a firm specialized in buying out MMO's and milking them for everything they are worth. Adding micro transactions and shifting content focus away from player experience towards player acquisition and retention.