Blah, blah, blah, World of Warhammercraft. Blah, blah, WoW killer. Sorry, it ain't gonna happen - at least, it ain't going to happen fast. It will take more than a good game to displace WoW from the top of the MMoRPG food chain, and any developer trying to do so faces a horrible uphill struggle to do so.
Here's the problem they face: WoW is no longer just a game. WoW has become a social operating system.
WoW as a Social OS
Now, you're probably saying "sounds good, Leafy, but what the hell does that mean?" Well, it means that WoW has become as much a place to hang out together as it has a game per se. Take the guild I left nearly a month ago, and nay be rejoining soon. The guild is, in essence, a bunch of real life friends who are prevented from meeting up too often in the flesh by little things like time, distance and families. Most of us are in our 30s, with all the responsibilities that entails. We don't get to go down the pub very often, but we can jump in game, or on Vent, and enjoy a wee chat, or a bit of fun in an instance. It becomes a new form of social life, one that complements our existing one, and that reinforces social bonds.
I've played around 40 minutes or WoW in the last month - by far the least amount of playtime I've racked up since I joined the EU beta well over three years ago. There are multiple reasons behind this, but, however lovely the current guild Leafy's in are, they're not people I've known for half my life. I've lost that feeling of bantering with mates, even if I don't find anything useful to do in game.And without that feeling, I've little interest in the game.
Now, I'm sure there are plenty of serious gamers out there, who switch guilds and servers to achieve what they want in the game and whose guildies became friends after they became guildmates. But I'd also lay odds that a good solid core of WoW is made up of people like us - people who are essentially friends playing together, from the couple who sit down in WoW rather than vegging out in front of the telly, to the continentally-displaced friends who find Azeroth the easiest way to meet up online.
In other words: the gameplay is secondary to WoW as a social environment. As long as the gameplay promotes socialisation, you're good.
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