I’m hoping that Gallywix can take over the Venture Company and serve this kind of role - a minor villain involved in the main plot, but who regularly cuts his losses and runs after the player dismantles his latest plot. (Preferably sending the player an angrily-worded letter afterward. Maybe even send us the bill for all the machinery we broke and minions we slew, because of course he’d at least try.)
For villains, though, I tend to like organizations over individuals - it’s a bit easier gameplay-wise to let players slay individual villains but have the organization keep reappearing.
I like that the Druids of the Flame were brought back in for the last patch, rather than just using more Primalists. (And I wish the Primalists had more lore - about being former Twilight’s Hammer or Druids of the Flame, and showing us how they managed to sway so many new converts to this whole ‘elemental dragon supremacy’ angle.)
I also hope that we’ll get to see some recognizable Scourge names in the next visit to Northrend, and see some of the Scourge politics around their warlords scrambling for power.
The Scarlet Crusade were really fun, exploring the spiraling paranoia and extremism that led to their belief that they were the true and only defenders of Lordaeron and the Light. I liked their start in Vanilla where their recruiters were still trying to get Alliance players to join them, only for the reveal that they were a bit too omnicidal for that. I never got to play through the original Plaguelands, only read the lore pages for it, but I liked the buildup of their desperation-turned-fanatic theme there. Their Cata dungeon reworks felt a bit too comedic to me, and their Gilnean appearance felt like it needed a reason for them to be there other than letting the Forsaken team up to fight them. Still, I’m interested to see if they’ll have any presence with future Arathi Empire stories.
The Defias are another group whose story I want to keep seeing - both the side trying to keep to its original goals, and the side that spiraled into full villainy and is content staying there.
…And to tie into that, the House of Nobles! I want my political subterfuge shenanigans. We had it in vanilla, so there’s concrete proof that those stories can work in WoW’s MMO format. Show them scheming and plotting in ways that sometimes hinder and sometimes align with the PC. I’d love for a web off schemes involving some House of Nobles characters and Defias members, where some of the nobles are evil and some good, and some of the Defias are evil and some good, and the player has to navigate carefully to figure out which is which because all of them are cloaking their real intentions behind righteous-sounding lies.