{"id":1043762,"date":"2026-01-17T12:14:01","date_gmt":"2026-01-17T12:14:01","guid":{"rendered":"https:\/\/www.polygon.com\/?p=483876"},"modified":"2026-01-17T12:14:01","modified_gmt":"2026-01-17T12:14:01","slug":"inside-the-search-for-the-wow-killer-that-never-came","status":"publish","type":"post","link":"https:\/\/arcader.org\/news\/inside-the-search-for-the-wow-killer-that-never-came\/","title":{"rendered":"Inside the search for the \u2018WoW killer\u2019 that never came"},"content":{"rendered":"
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The game industry is no stranger to boom-and-bust cycles, in which scores of opportunistic developers fall over themselves to release copycat competitors to the latest massive hit, and most, if not all, fail. Perhaps the biggest instance \u2014 and certainly the most embarrassing for almost everyone concerned \u2014 was the race to release the mythical \u201cWoW<\/em> killer\u201d<\/a>: a massively multiplayer online role-playing game that would unseat Blizzard\u2019s global megahit, World of Warcraft<\/em>, and earn its makers millions of dollars in monthly subscription revenue until the end of time.<\/p>\n

It turned out to be an industry-wide epic fail \u2014 and I had a ringside seat to this unfortunate spectacle. My career in games journalism began in 2004, just a few months before WoW <\/em>was released. My obsessive love of the game threatened to tank that career before it had really begun, but instead I turned it to my advantage, specializing in covering a genre of game that was too arcane and time-consuming for most staff writers and editors to get their heads around. I traveled to scores of preview events for MMO hopefuls that public relations reps would optimistically tout as \u201cWorld of Warcraft<\/em>, but for soccer,\u201d or \u201cWorld of Warcraft<\/em>, but for vehicular combat.\u201d In 2008, I was hired by Eurogamer as the editor of its short-lived MMO section \u2014 let\u2019s not pretend that we in the press were immune to the same wrongheaded gold-rush thinking \u2014 and discovered firsthand exactly why the whole enterprise was doomed to fail.<\/p>\n

One reason is that World of Warcraft <\/em>\u2014 especially during its 2004-to-2010 heyday \u2014 was simply too good to beat. But another is that hit-chasing, not a great strategy at the best of times, is almost impossible to pull off in the world of social, online games. The hits garner intensely loyal, invested audiences who play them month in, month out, and who aren\u2019t really looking for something else to move on to.<\/p>\n

\"\"<\/p>\n

Those audiences are hermetically sealed within their own fandoms and care much less about shiny graphics or other technical advancements, while the constantly updated games have plenty of room to innovate and evolve the genre within themselves. The time-honored tactic of \u201cjust slap a big license (like Star Wars) on it\u201d is less effective in this sphere, too, because the appeal of famous characters and storylines doesn\u2019t necessarily apply \u2014 the players are more invested in their communities.<\/p>\n

Yet the industry continues to make this critical error with online games. Just look at the spectacular crash and burn of Concord<\/em><\/a> earlier this year, itself just the latest of countless attempts to elbow Overwatch off its hero-shooter throne. In the spirit of constructive learning, and only a little bit of schadenfreude<\/em>, let\u2019s look back at some of the games that failed to put a dent in World of Warcraft<\/em>\u2019s hegemony\u2026 and the few that did.<\/p>\n

The failed WoW killers<\/strong><\/h2>\n

The Lord of the Rings Online<\/em><\/strong> (2007): <\/strong>This entry is perhaps a little unfair, since various people had been trying to make a Middle-earth MMO based on Tolkien\u2019s works long before Blizzard had even thought of WoW<\/em>. The original developer, an MMO specialist called Turbine, probably thought it was just making another niche online game before publisher WB Games got unduly excited about its potential. The game was fine, but clearly a generation behind WoW<\/em> in terms of its design. People still play it, though!<\/p>\n

\"\"<\/p>\n

Age of Conan<\/em><\/strong> (2008): <\/strong>Oh dear<\/em>. The first and most instructive case of post-WoW<\/em> hubris came from Funcom, a Norwegian specialist that got way out of its depth trying to push cutting-edge graphics, gore, sex, and dynamic real-time swordfighting into an MMO based on Robert E. Howard\u2019s lusty fantasy world. Publisher Eidos put all its chips down; I remember attending an absurd press event staged in Oslo\u2019s 1952 Winter Olympic park, which had been transformed into a medieval setting with horse-riding barbarians and fireside feasting. (A PR rep I was with got very drunk and stole a sheepskin rug, roaring incoherently into the Scandinavian night while wearing it around his shoulders.) The game was a mess at launch, and tanked hard.<\/p>\n

Warhammer Online: Age of Reckoning<\/em><\/strong> (2008): <\/strong>EA\u2019s big play made sense on paper; the Warhammer license is probably as close as you can legally get to the Warcraft setting, and developer Mythic\u2019s Dark Age of Camelot<\/em> was beloved by the MMO hardcore. The game was lavish and expensive but limited in design, too focused on massive player-versus-player combat whereas WoW<\/em> excelled at embracing almost every possible play style. Warhammer Online<\/em> was shut down in 2013.<\/p>\n

APB: All Points Bulletin<\/em><\/strong> (2010): <\/strong>A Grand Theft Auto-style massively multiplayer game boasting intense levels of player customization, and masterminded by GTA\u2019s creator himself, David Jones? What could go wrong? Everything! APB <\/em>was stacked with ambitious features but notably lacked, you know, gameplay. Also, Jones\u2019 company Realtime Worlds, which had previously made the excellent Crackdown<\/em> for Xbox, was in far too deep. A disastrous launch was followed within a couple of months by the developer going bankrupt and APB <\/em>getting shut down. Another company bought and relaunched it, but didn\u2019t succeed in putting an actual game in there.<\/p>\n

\"Some<\/p>\n

Rift <\/em><\/strong>(2011):<\/strong> The MMO gold rush wasn\u2019t just about games; entire companies sprang up, drawing huge investment on the promise of some revolutionary technology or other. Trion Worlds was one example that boasted fancy server-side tech that was supposed to take MMOs closer to the fully simulated cloud-gaming dream. Unfortunately, its flagship fantasy MMO Rift<\/em> was very boring.<\/p>\n

Star Wars: The Old Republic<\/em><\/strong> (2011): <\/strong>Smarting from the failure of Warhammer Online<\/em>, EA was nevertheless up for another crack at smashing WoW<\/em>, armed with the Star Wars license, its star in-house developer BioWare, and an apparently limitless budget. The hype was off the charts, but BioWare\u2019s expertise was in single-player games. Everybody bought it, played the story through, and moved on, which is\u2026 not the idea. BioWare didn\u2019t give up, though, and steadily built out a proper massively multiplayer game around the story campaigns. After a successful free-to-play relaunch, The Old Republic<\/em> still has an audience.<\/p>\n

Guild Wars 2 <\/em><\/strong>(2012): <\/strong>Guild Wars 2<\/em> is actually a fantastic game, easily the best on this list \u2014 I feel bad including it. It has refined combat and employed several genre-defining ideas that were later copied by WoW<\/em>, Destiny<\/em>, and others. But the scope of this relatively streamlined game was not equal to the hopes publisher NCSoft loaded on it \u2014 and the ever-expanding WoW <\/em>presented a moving target that could never be caught.<\/p>\n

\"\"<\/p>\n

WildStar<\/em><\/strong> (2014): <\/strong>NCSoft, a big player in Korea, made its most determined attempt to crack the West with WildStar<\/em>, a game by former Blizzard devs with a very Warcraft-y color palette and art style. It was cute, expensive, action-forward, and had some fun ideas, but it was also very obviously a trend-chasing mishmash with no reason to exist beyond trying to top WoW<\/em>. NCSoft shut it down and closed developer Carbine in 2018.<\/p>\n

The game almost did kill WoW<\/strong><\/h2>\n

Final Fantasy 14<\/em><\/strong> (2013): <\/strong>The prize for perseverance goes to Square Enix, which simply didn\u2019t give up \u2014 and which, importantly, had reasons other than competing with Blizzard to be making an MMO. Final Fantasy 11<\/em> had been a pre-WoW<\/em> hit in 2002; the first attempt to follow it up with FF14<\/em> in 2010 was a disaster, but Square Enix bravely scrapped it and asked producer Naoki Yoshida for a complete do-over. It was a question of honor, if anything. Yoshida\u2019s reboot ruled, and Square Enix didn\u2019t falter when it didn\u2019t immediately do WoW<\/em> numbers, but continued to invest. FF14<\/em> steadily got bigger and better, and it was ready and waiting when Blizzard stumbled through a succession of PR disasters and lackluster WoW <\/em>expansions in the late 2010s and early 2020s. WoW<\/em> streamers and players starting leaving for FF14<\/em> in droves, and Square Enix\u2019s game is, at last, the competitor that WoW<\/em> has always deserved.<\/p>\n

Source<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

The game industry is no stranger to boom-and-bust cycles, in which scores of opportunistic developers fall over themselves to release copycat competitors to the latest massive hit, and most, if not all, fail. Perhaps the biggest instance \u2014 and certainly the most embarrassing for almost everyone concerned \u2014 was the race to release the mythical \u201cWoW killer\u201d: a massively multiplayer online role-playing game that would unseat Blizzard\u2019s global megahit, World of Warcraft, and earn its makers millions of dollars in monthly subscription revenue until the end of time. It turned out to be an industry-wide epic fail \u2014 and I had a ringside seat to this unfortunate spectacle. My career in games journalism began in 2004, just a few months before WoW was released. My…<\/p>\n

Read More…<\/a><\/p>\n","protected":false},"author":1,"featured_media":1043763,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[10],"tags":[],"class_list":["post-1043762","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-polygon"],"yoast_head":"\nInside the search for the \u2018WoW killer\u2019 that never came | Arcader News<\/title>\n<meta name=\"description\" content=\"The game industry is no stranger to boom-and-bust cycles, in which scores of opportunistic developers fall over themselves to release copycat competitors\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/arcader.org\/news\/inside-the-search-for-the-wow-killer-that-never-came\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" 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