Depends on the year. From 2009-2014 it was both of them. From 2014-2018 it was the developers solely. 2018 to now is basically back to both.
2009 to 2014 was largely developers being leaned on to further sell the game now that WoW was popular in the mainstream to be playing. There was a large wave of people who never touched the internet really and got roped in around the social media boom. That was when things like YouTube, Facebook, Twitter all really began to explode because I guess you could say normies started to use the internet they figured was a waste of time and dying fad the previous decade because Facebook was trendy to have at a time. Then later died when all the boomers jumped on board and made it lame.
This led to a lot of arguably beneficial, but long term negative changes to the game. The most prominent of these being the splitting of raid difficulties. LFD gets too much credit, and it did feed into the problems today, but the splitting of raid difficulties I think was probably the most impactful. What this did was set a precedent that the game was no longer about accomplishment, earning, etc. You didnât need to get better to kill the boss anymore because one difficulty was designed so you shouldnât wipe to it. Raids were easily pugged on normal, you could raid on mostly your own terms. We started with one, now we have 4 because apparently normal mode is still too hard for some, or theyâre just really unmotivated and opt for the trolley difficulty. LFR really is like one of those carts at amusement parks that just drive around and show you the stuff then give you a comically large sucker afterwards.
2014-2018 they decided in WoD to call their own shots and keep players in the dark. This backfired in a myriad of ways. They of course abandoned this expansion. Legion having the development of two expansions launched favorably and was well received despite having a lot of glaring flaws at launch, the most prominent not even being fixed until the literal final content update.
2018 to now is back to both of them being problematic for different reasons. Blizzard is to blame because they make the game this way. Players are to blame because they may whine, kick, and scream but end of the day they come crawling back and wonât go anywhere. This basically gives Blizzard free reign, though if you have a kid that says theyâll run away and is back inside after pouting outside for 3 hours multiple times, naturally you donât consider the threat legitimate so nothing changes thinking itâs just players pouting again.
Additionally you have a lot of people that are gleefully buying tokens to get carried which makes the game profitable. Giving the development team no real incentive to fix actual issues alienating players. At this point theyâll be glad when they get rid of everyone who isnât a whale and just cater to them with cash shop stuff since to them the game doesnât need to be good, it just has to make them feel happy playing it. These are two very different objectives in practice yet sound similar in theory. A game can be garbage, but youâll be happy playing it if it keeps rewarding you and supplying dopamine. You may not enjoy WoW for its faults, but youâre generally happy to get loot, mounts, etc.
Youâre really only seeing them now pull out the big guns because players have demonstrated they will leave, and now they actually have options with the idea MMOs other than WoW existing has been normalized. It doesnât take a genius to piece together what happened. Player drops after expansion launch are normal and have been for some time yes, but other times were absent of a key detail. LOTS of news surrounding the decline and the meteoric rise of competition. Put it this way, if XIV didnât inflate 9.1.5 might literally have just been open covenants, some new stuff for events, story. Though because it did, theyâre addressing literally every criticism of the expansion when generally they tackled a big one, then another toward the end. AoE cap probably was intended to be removed with 9.3.5 plans and they pushed this up. Character customizations were dropped immediately then conveniently given a second thought after WoW was very clearly in some boiling water.