Most likely RIGHT before a big content patch that people would resub to do.
They’ve probably figured out the exact dollar amount they can hike it to that will allow them to make the same amount of money they do now (or more) despite losing all the people such an uptick would drive away.
But man, I can hear the white knights already. “This game has been the same price for 16 years! Think of all the value they’ve given you for that. Everything else has gone up in price. Why shouldn’t the sub?”
And then the trolls about how poor people must be to be quitting over ONLY $3.
That they are doing this shows they’ve definitely given up on trying to improve the game or reach out to anyone but the diehards and sweaty tryhards. That they are doing it in the middle of a pandemic when so many people are losing their incomes is just frankly evil.