WOW Gold is the most valuable form of currency in World of Warcraft. It is used to buy and sell items from vendors or other players. 1 Gold piece is equal to 100 Silver pieces or 10,000 Copper pieces. Most good items are auctioned at prices anywhere from 1 Gold coin to 10+ Gold coins.

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Four years have passed since the aftermath of Warcraft III: Reign of Chaos, and a great tension now smolders throughout the ravaged world of Azeroth. As the battle-worn races begin to rebuild their shattered kingdoms, new threats, both ancient and ominous, arise to plague the world once again.

World of Warcraft is an online role-playing experience set in the award-winning Warcraft universe. Players assume the roles of Warcraft heroes as they explore, adventure, and quest across a vast world. World of Warcraft is a "Massively Multiplayer Online Role Playing Game" which allows thousands of players to interact within the same world. Whether adventuring together or fighting against each other in epic battles, players will form friendships, forge alliances, and compete with enemies for power and glory.

As with other MMORPGs, companies have emerged offering to sell virtual gold and associated services. After Blizzard started offering free trial game-play accounts, players noticed an increase in spam from bots advertising these services. One study shows that this problem is particularly prevalent on the European realms, with gold being over 14 times more expensive to buy on US realms than their European counterparts.

In patch 2.1, Blizzard responded to this by adding additional anti-spam mechanics including whisper throttling and the report spam function. Additionally, trial accounts are prevented from speaking in the public chat channels (although they may speak to players within range or whisper to other players that have first whispered them), participating in-game trades, using the Auction House and the mail feature and several other limitations.

In May 2007, Blizzard filed a complaint against In Game Dollar LLC (trading as peons4hire) in US federal court. In February 2008, the parties filed a consent decree in which In Game Dollar agreed to refrain from using any World of Warcraft chat or communication to advertise any business or sell any services relating to World of Warcraft.

As characters progress in World of Warcraft and take on some of the toughest challenges, many of the rewards received are bound to that character and cannot be traded, generating a market for the trading of accounts with well-equipped characters. The highest noted World of Warcraft account trade was for £5000 (€7000, $9,900 USD) in early September 2007.

The practice of buying or selling gold in World of Warcraft has generated significant controversy.On February 21, 2008, Blizzard released a statement concerning the consequences of buying gold. Blizzard reported that an "alarmingly high" proportion of all gold bought originates from "hacked" accounts. The article also stated that customers who had paid for character leveling services had found their accounts compromised months later, with all items stripped and sold for virtual gold. The article noted that leveling service companies often used "disruptive hacks ... which can cause realm performance and stability issues".