I just have to disagree. They are two different models. They make money from WOW due to its monthly subscriptions and I believe they have a store where you can buy things like pets, items, horses or whatever ect? SC2 is a one off purchase so they are not expecting to make that kind of money in the short-term.
Its only two years old, which, believe it or not, is still short-term for SC2. SC2 is geared for the long-term, hence the two planned expansions announced before the game was even released. SCBW is more than 10 years old and was still a thriving esport in Korea, and until recent developments was still the dominant 'code' there over SC2. Its a long-term game. SC2 was geared towards bringing that mentality and sucess to western countries, growing esports, and so far its doing its job, with all signs pointing towards further growth.
It may not be as profitable as WOW now but I do think you might be a bit biased, as you said, if you are writing it off because its not there yet despite it being well on its way to achieving what it set out to do.
They don't need a monthly sub or micro-transactions to make the same kind of money WoW made. The game achieving SC1 levels of popularity means they'll make money from TV deals, tournament registration, subscriptions, advertising, etc. The kinds of things any sport makes it's money from.
SC2 was billed as the game that would turn the western world to esports, but Blizzards attempt at competitive gaming showed that they learned nothing from how SC1 got successful. Korea was in recession during the late 90s, the cost of a computer and broadband connection was too high for many people, so internet cafe's became hugely popular. Back in those days Blizzard were working to get their games in as many hands as possible, and SC1 had a "spawn install" which meant you could install your friends copy of the game on your computer, and play multiplayer games as long as one person had an authentic copy.
Apart from making a great game, Blizzard made it very accessible to play. So many people played it that a market for watching it jumped up. SC2 is exactly the opposite. High price, no LAN, no spawn installs, one account per-purchase, can be banned for letting other people play your acc. It's the exact opposite approach taken by the current leader in competitive gaming in the west, League of Legends. Haven't even mentioned the game play which is IMO inferior to SC1 (not to mention WC3) for a competitive spectacle.
But aside from all that, yes the game probably made them plenty of money, so can be classed as a success in one sense.
