I think WoW struggles a lot with defining a competitive identity for itself as it gets older and falls into more obscurity.
In many ways, like many other games, WoW has just drifted with the trends. And as a result it has turned into something that is very generic, bland, and similar-looking to a lot of other games – because those other games have also gone through the same corporate process and pursued the same trends and ended up with the same generic, bland, and similar-looking result as WoW.
They’re all this kind of online multiplayer game where you control a character in third-person and chase your own progression by killing things in order to acquire gear that you can upgrade to get more powerful, so you can tackle the harder difficulties where you can acquire better gear that you can upgrade to be even more powerful. It’s the hamster wheel of gaming.
And they’ve all chased the same trend with collectibles, so they’re are littered with all kinds of bibs and bobs to collect. They all have clothing to collect, mounts to collect, gimmicky toys and other visual stuff. And they’ve all figured out that there’s a business in selling these cosmetic collectibles, so they all have an online store where players can peruse the goods at their leisure and acquire them for a penny or two.
And it doesn’t matter if the game is called World of Warcraft, Diablo IV, Genshin Impact, Guild Wars 2, Path of Exile, or whatever. They’re all this same generic, bland, similar-looking, trend-chasing…game.
And the players who play them are the same entrenched folks who – like the moms who’ve casually played Candy Crush Saga for 20 years straight – just like the familiarity, the recognizable, and the routine of it all. And even though the game experience isn’t particularly fun or enjoyable or riveting or exhilarating or memorable, it is very habitual and comfortable – and most of us are creatures of habit.
And even as players sour on the experience over the years, most of them stick with it in the hope that it’ll get better and the best is yet to come. But the reality is that the companies are beholden to shareholders who are adverse to risk, so the games continue to follow the safe trends that exist in gaming. And even though this safe approach to game development results in a generic, bland, and formulaic game that’s similar-looking to all the other games doing the same, then the developers pursue it anyway, because it’s not risky and the worst-case scenario is that their game declines by 5% year-over-year, and that’s acceptable to shareholders.
So the games just carry on with chasing trends and sticking with safe development choices and accepting a slow decline as players slowly turn their back on them and their development budget shrinks ever so slightly every year. The developers themselves desperately hope that any of the other projects they are working on can be their next mega hit that’ll make a billion dollars and appease the investors, so all they have to do is keep their Titanic game afloat until that hopefully happens.
All these games start out with a strong competitive identity – which is why they got so popular in the first place – that really differentiates them from all the other games on the market.
For World of Warcraft it was this huge fantasy universe where you adventured together with lots of other people and had truly epic experiences together as you tackled a giant fire-breathing dragon or took down the firelord himself.
That was unique and compelling and different to anything most gamers had ever experienced before.
But over time, with every risk-adverse update and every trend-chasing design, the game slowly loses that identity and becomes increasingly more like everything else that’s going through the same process, and then they all converge in this bland, generic, formulaic, similar-looking space where it’s less Warcraft or Diablo or Genshin or Guild Wars and more “that type of game”.
Rome didn’t fall in a day, and these games don’t either. They just slowly decline and fall into greater obscurity as they keep trudging on, beholden to constantly earn money for the companies that need the capital to invest in new projects that can hopefully turn into a goose that lays golden eggs, to the satisfaction and expectation of the shareholders.