When a company is convinced they have limited means of growing the brand- World of Warcraft is a truly ancient game by video game standards; most video games are lucky to still make 10% of the sales they did on release a month after the fact- they basically do one of two things, or both.
1: Get more money out of existing customers. In the same conference call where Blizzard said they were retiring the active subscriber count metrics they used to announce publicly back on WOD, they also said that it wasn’t the best indicator of success because, as they were demonstrating that quarter, they had other ways of making that money anyways (in this case being the in-game store Pardo had promised not to add to the game.)
2: Find new ways to trim operating costs. We also know this happened right around when BfA shipped. Activision Blizzard Corporate sends some big wigs to Blizzard to trim operating costs. This is the proverbial, ‘sell the same package of frozen peas with 10% fewer peas in the bag and saving millions of dollars’ situation. Customer Service doesn’t make the company money, automate as much of it as possible, make the job as unpleasant as possible so that people don’t stay in the job long enough to expect substantial raises, incentivize people to LEAVE the company for the same reason, try to get as much work done by as few people as possible.
And, now, granted, I understand where they’re coming from. World of Warcraft has been in perpetual development for 20 years or so now. It’d be weird to not have nailed down some basic metrics like man hours per block of content. On the other, even World of Warcraft, probably the most comodified of MMORPG’s on the market at the moment, is still a creative product.
So what you’re left with is something cynical. You get the most cynical approximations of new content- instead of new dungeons you’ll just get M+ so that some smart@ss can sit there and say, ‘Well you’re not done yet!’ There are so many trivial things you can do in a day that you can dump four+ hours into WoW and still have junk to do, but it’s all repetitive in nature. Unlike in everything up through Wrath, you’ll never hit a point where you’ve locked out all the raids you need to do that week, done your dailies, and can take a break. There’s less original content in WoW now than ever, but there’s more stuff to do as well.
It’s all very cynical, it all looks very nice in quarterly reports, Ion and Company get to sit in the Dojo and never ever fear for their job security because every metric they produce- why investors are so mathematically illiterate that they fail to grasp that you can torture statistics to say anything you want, I don’t know- is that they’re spending company funding efficiently and all content they produce has staggeringly high player engagement.