Dungeons and Raids for sure.
I tend to float around AotC and KSM level.
I still need to go pug Queen at some point. I’m geared to the teeth but never got the kill because I was waiting for the Guild to get to it. Starting to look very much like that’s not going to happen – Lost too many people along the way and it’s actively getting worse each week in terms of people showing up. I don’t think it’s gonna magically get better especially in the tail end of a season so I just need to strugglebus it in a pug at this point.
I got KSH though. Normally I stop at KSM. But by the time you get there it ends up going like “okay well one level higher and I get the crests to make Mythic-level crafted gear” and then from there it’s “Okay I can get Myth Track gear from 10s so I might as well push for that too” and then you’re at KSH as soon as you happen to time half of them during that farm.
I like Transmog. A lot. But it will never be a form of endgame for me. I largely do not chase appearances, I just make the best mogs I can with what I happen to end up with. Similar mindset for any collection-based farm. I don’t care about Achievements (for the most part), I don’t care about Pets or Mounts. I’d never play an MMORPG if that was the clearcut endgame focus. Dungeons and Raids are the meat and potatoes. I appreciate that these things exist, but can’t really get enjoyment out of them as standalone activities.
transmog is the true end game, just like fashion souls. But I do enjoy raiding, dungeons, gearing up, crafting, and earning some oddball achievements like the Insane title.
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Mostly mythic+ and PvP these days. I used to raid but life got busy so I can’t keep up with my guild raiding schedule 
I’ve tried getting into delves but they’re a bit to boring for me.
Open world stuff mostly. Are why my favorite expansions were Legion, and BFA. Had tons of stuff to do in the outdoors game world. Enjoyed some of the anniversary stuff, but now back in classic, and cata classic leveling each class is now my endgame lol.
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- Leveling up all my characters to max level, or at least 1 per class/spec
- Completing all main campaigns and side stories
- Collecting LFR and some PVP sets
- Unlocking new allied races and heritage sets
- Trading Post counts? I really like the first week of every month. Wish we could farm tenders indefinetly. Hopefully there will be a lot of stuff planned for housing…
- Grinding renown for unique mounts/rewards
- Gear up every alt to a point they can safely blast through world quests
- Mythic + occasionally, on tanks or healers (if the KSM mount is not ugly like S1 TWW)
- PVP: just random BGs and brawls, non-competitive stuff. I like leveling through BGs too despite the XP gains
- The meta mounts are fun to grind (BFA crab, Mechagon bike,Taivan,etc)
- Edit - Delves too! Great solo stuff
The true beauty of the game is there is no right or wrong way to play. Contrary to most claims, there is much variety available
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I pick various goals to work on, but like most here, I focus on stuff that lasts through expansions: mounts, pets, achieves, and mogs.
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Stuff you progress either at max level or regardless of max level.
So, out of your options, yes. All of them.
myth raid and m+10+ i guess
It ended a tad into The War Within. I hated Dragon Flight. That is where I finally decided to quit playing so much after so many years.
Getting KSM on a few chars and AoTC on a couple. I dont enjoy pushing too much further than that. To me thats when the time investment increases significantly, and the demands on performance also increase drastically. It gets a little sweaty for me personally.
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100% this. I’ve already burnt myself out years ago with HC raiding and pvp. I just want to have stupid fun and collect stuff.
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Mogs and M+!
Raiding just takes a lot of time to get set up and rolling but if I have a full day to invest then i’ll do some raid bosses.
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Mythic raid, getting far enough for tries on the end boss in mythic difficulty. Not a CE raider, don’t care about CE.
Mount collecting as well. I’m trying to get the Gloomcharger from the Nine, Mythic Slyvanas’s mount and the mount from Nylotha.
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Making as much gold monthly as possible to keep play this game for free.
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WQs, achievements, delves, alts, pet battles, some pvp, mogs. toys and mounts. Raiding haven’t been apart of my activities in years. I’m ok with getting casual gear lol.
Each expansion I do the following:
First complete the current Loremaster (haven’t done that with this current expansion since I was working on getting Loremaster at the time and got the title - yay me!).
Then get Explorer.
All the while getting all professions maxed and work on getting all current recipes.
Delves.
Then get geared with current purples. iLevel doesn’t have to be max, just reasonable - current goal is all purple armor at 600 - 606.
And little nics and nacs as I level.
No dungeons/raids/mythic/or any group content.
Then I’m done with the expansion.
EDIT forgot to add I do World Quests as well.
These days it’s just aotc with my guild. I used to play m+ hard when it first came out and mythic raid but both of those lost their appeal for me and now I enjoy taking a laid back casual approach to endgame.
Besides this the real endgame is mounts and transmogs which last until the servers shut down forever.
I started M+ very lightly in SL. I stopped playing for personal issues IRL.
then picked it up actively in DF. I got 5 tanks, 2 healers and 3 dps to 2-2.5k rating across DF. It felt like a good challenge for me.
In TWW, i finally got my bear to 2k rating and am not certain that I will go further. I am tinkering with my BDK and maybe trying brewmaster…
I have enjoyed delves as their own content and as a great way to gear up.
I have collected the main TWW grinding mounts: alunira, siesbarg, cinderbee. and I got the glory of the delves mount.
I like to bring dps toons into LFR just to see the content, and for some gear/vault.
Achievements while they’re current, mounts, 2500 io, 1 clear of heroic content.