World of Warcraft has been struggling (ok, floundering) during its latest expansion, and the community has started to become more concerned with the health of the company, as opposed to just the health of the game. At roughly the same time (not a coincidence), the struggle over a vision of “Classic WoW” is moving from words to action, raising concerns over how much of current retail elements will become part of Blizzards Classic WoW project. In this context, I think it’s time to revisit the history of the game and how it has progressed; not only what WoW has transformed into, but how and why. Individual issues and challenges are best understood within a larger transition from “Old WoW” to “New Wow”.
Old WoW
World of Warcraft did not spawn a new genre; it was born into a genre with history and experience. The big impact of WoW on the genre was to bring in a new cohort of gamers who were following the lore of the Warcraft universe from earlier games, and to clean up some of the elements that discouraged more casual gamers from jumping in. Most notably, instanced content for dungeons and raids eliminated the idea of competing for content availability; it also allowed you to play your content unaffected by the actions of other groups (in contrast, in Everquest, a wipe from a group farther down the dungeon could lead to a situation where fleeing combatants could drag a “train” of enemies back into following groups). The idea was to allows players to focus on the fun parts of the game.
What the first form of WoW did not change was the level of commitment required to participate fully in the game. End game content required large groups (which demanded time and resource coordination) and role specialization (repetitive class/spec specific jobs). Wow was friendlier to casual solo gameplay, with more questing and other solo content, but it was still designed around organized group gameplay.
The Path
The shift to “New WoW” was largely a slow progression away from this model; as the audience (and devs) aged and shifted focus to life outside the game, Blizzard attempted to retain their large initial audience by reducing the demands of the game on players.
Adding flexibility to gameplay mechanics was an obvious change. Class specialization gave way to role specialization. Additional tools were added and some unique abilities shared to increase group flexibility. The new mantra was “bring the player not the class”, and a general trend toward homogenized design.
Dealing with the demands of the metagame (scheduling, group cohesion, group organization structures) was more daunting. The game elements added to reduce those demands cuts to the core of the shift from Old WoW to New WoW. The key features were CRZ, DF/LFR, and “Welfare Epics”.
DF/LFR
While “Dungeon Finder” and “Looking For Raid” didn’t arrive until Wrath and Cataclysm respectively, their significance is that they bring automatic group forming and content queuing; that feature first arrived with Battlegrounds. PvP at WoW launch was limited to open world pvp with few rewards. Players participated mostly for fun, with only the possibility for a visible ranking offered as a reward. Battlegrounds brought balanced pvp content to the game, with more tangible rewards (which we’ll revisit later) and the option to be automatically placed into a group.
The last feature is the most significant. If the game will place you into a group automatically, then you don’t have to engage in the social gameplay necessary to organize groups. As automatic queuing systems spread to other group content, the importance of social connections required to participate in the game dropped, allowing an increasing solo approach.
Community response to DF was fairly positive, but by the implementation of LFR, the threat was becoming visible, and the community reacted negatively. Blizzard continued onward with the feature anyway. This will become a recurring theme.
“Welfare Epics”
The “Welfare Epic” is a community term for a piece of high level gear that is obtained without having to play the game’s content centered around large organized groups. Blizzard implemented it as a “catch-up” mechanic. It arrived in its first form in the first expansion (TBC) with rewards purchased with pvp or pve currency. The significance was that pvp currency was obtained from queued content, and the pve currency could be obtained through repetition of smaller group content (Heroic Dungeons). The community responded with some negativity, based on the idea that the items conferred an unearned status. This was actually false at the time, as the items were neither unearned, nor did they confer status. Both positions were delusions of elite level raiders who believed themselves icons in game for their activity; in reality, most players focus on their own gameplay, not others. This criticism became more valid as the system expanded with more avenues to obtain loot, sometimes with very little effort.
The real impact wasn’t evidenced by the initial criticism, but with the actual goal of the system. The very nature of a “catch-up” mechanic is that it becomes less important to “keep up”. The intention was to make it easier to return to the game after an absence; the corollary to this is that it becomes easier to leave the game as well, as the penalty for time away becomes diminished.
CRZ
The last core piece, Cross-Realm Zoning allowed players to play with each other without regard to server boundaries. It was a natural part of queued content, but became a more pervasive part of the game when open world and organized group content started to become part of the system starting with Mist of Pandaria.
From the beginning, there was a strong contingent of players who reacted negatively to the system. Most of their complaints related to the additional population in open world zones negatively impacting their game experience. There was suddenly a lot more competition for resources, quest mobs, and desirable rare spawns. Blizzard ignored, and even ridiculed their complaints. They had their vision for the game, and weren’t especially concerned with the complaints of players. They wanted the game to look more populous, and spread the technology throughout the game to achieve this goal.
Less controversial, but just as significant, was when Blizzard began to allow cross-realm grouping for instanced content. Your reputation and connections on your realm mattered less once you could simply hop to another to play content. Moreover, the realm you were on mattered less. Jumping around, rather than building in place, was the smarter and easier approach.
“New WoW”
These features formed the core of the new game. Transient groups formed through automatic (or semi-automatic) queuing with catch-up mechanics to make it easier to play for shorter periods with fewer group obligations. Social connections declined in importance and player behavior became increasing toxic, but overall the game was much easier on players dealing with outside commitments and other interests. This was not an accidental shift, but a deliberate move by Blizzard.
It’s important to note that this “New WoW” is not necessarily a worse game, but simply a different one; being different however, is enough to bring about new issues.
Players who liked the old version of the game (but not the new one) left. Those who stayed discovered that there was little reason to stay subscribed during content gaps, and started to unsub and return at intervals. Previously, players had to stay subbed and participate in farming content to keep their raid spot, maintain their reputation and social connections, and keep their gear current to be ready for the next content release. New WoW deliberately removed these considerations, making it easier to take breaks from the game; too often, such breaks became permanent.
This shift in subscriber numbers (lower and less steady) placed financial pressure on Blizzard, leading to the current state of the game. Keeping players subbed now requires a steady stream of new content flowing into the game (carefully timed to keep players busy). Newer gameplay features add explicit grinding to the mix. More and more effort is put into getting players to pay additional cash in a separate shop for in-game items and services; to support the game with fewer customers, Blizzard must find ways to extract more from those willing to pay more.
Much of what is derided about the current expansion derives from this basic calculus. Newer gameplay features often reflect what came before, but with an unpleasant twist. Artifact weapons in Legion were quite similar to the old talent trees that were tossed with Mists of Pandaria, but with more grinding, as you had to continuously obtain Artifact Power. Azerite Armor is similar in function to the old Glyph system (which allows you to tailor your gameplay with class-specific ability modifications), but with less transparency and yes, more grinding. The much vaunted crafting rework largely consists of new quest chains and resource requirements to unlock craftable recipes, i.e. more grind. In practical terms, this is the mantra of New WoW: less transparency, more grinding. Blizzard made the game more accessible, then by necessity added more work and made the game less fun in order to prop the game up financially.
At the same time, while the game struggles to maintain an audience, Blizzard adds more emphasis to its cash shop. This looks like a tone-deaf management response, but it’s a relevant financial one. With less sub money, Blizzard needs more shop money; it’s not greed, but desperation that drives the cash shop at this point.
The Future
It isn’t clear that Blizzard can “fix” the game at this point. The failings of the current expansion are linked directly to earlier moves to increase access and reduce obligations; players who complain about the new model aren’t necessarily willing to give up those features that spawned it. Moreover, it isn’t clear that Blizzard is willing to support the old model. Classic wow is an opportunity to test the waters, and there are already indications that they may not be able to resist bringing some of the retail model over. Sharing the same engine forces some of this, but dev intentions are an important limitation as well.
The now infamous Diablo Immortal announcement and resultant backlash is revealing. The most important statement made during the exchanges with the community over the new title is that the devs make the games they like to play. While that sounds like the kind of development studio that gamers adore, the results reveal the dark side: it doesn’t mean that devs make games that their customers like to play. This was apparent in the shift from Old WoW to New WoW; the key features of the shift all drew negative feedback at important junctures that was ignored and even ridiculed by Blizzard. Community feedback wasn’t always welcome if it clashed with developers’ vision.
When Blizzard botched the handling of the Diablo announcement and fumbled their way into a response of “You all have phones, don’t you?”, the question was supposed to be rhetorical. The reality was beyond their ability to comprehend. The implied reality of the question was “You all have late-model expensive phones to play games on, with lots of periodic downtime to play, right?”. The answer is no longer obvious. Not everyone sees their phone as such a central part of their life, not everyone feels the need to invest significant sums on them, and not everyone has the kind of casual downtime to stop and play games on it with any regularity. The distance between the assumptions in that rhetorical question and the reality of the situation is the degree to which the developers fail to understand their audience. That they privilege their own experiences over the feedback of their customers is exactly how World of Warcraft became what it is today.
This shows no sign of changing.