Warner Bros. Interactive Entertainment announced that Turbine’s The Lord of the Rings Online™ (LOTRO) will introduce its innovative new pricing model, allowing players to download the game and play for free and purchase expansions, quest packs, items, and account services a la carte from the new LOTRO Store starting September 10, 2010.

Extending its award-winning story, LOTRO delivers the ultimate adventure featuring the massive world of Middle-earth brought to life through state-of-the-art graphics and gameplay, and a rich set of features that until now could only be found in premium subscription-based online games.

Free means Free! – Players will download LOTRO by visiting lotro website and join with millions of other adventurers as they explore the most complete and authentic recreation of Middle-earth ever created and participate in LOTRO’s award-winning epic story up to level 50 for free.