The gaming industry is a rollercoaster, known for its unpredictable ups and downs. It’s a world where developers scramble to ride the wave of the latest blockbuster, often stumbling in efforts to create their own version of a “WoW killer.” This refers, of course, to the quest for a massively multiplayer online role-playing game (MMORPG) that could dethrone Blizzard’s World of Warcraft—a global sensation raking in millions from eager subscribers.
I’ve witnessed this folly unfold up close. My journey in games journalism began in 2004, right around the time WoW launched. Initially, my unchecked passion for the game nearly jeopardized my burgeoning career, but fortunately, I found a niche. Diving deep into MMORPG coverage, an area most were hesitant to touch, I carved out a specialty. Over the years, I attended countless preview events for these so-called WoW challengers, with PR teams hyping them as “World of Warcraft, but with a twist!” whether it be soccer or vehicular combat. Then, in 2008, I took on the role of editor for Eurogamer’s short-lived MMO section, gaining firsthand insight into why the pursuit of a WoW successor was ultimately doomed.
One major obstacle was the unassailable quality of WoW during its peak years from 2004 to 2010. But beyond that, the fundamental strategy of chasing hits is a tough sell in the realm of online games. Popular MMORPGs cultivate dedicated followings, and their fans aren’t typically on the hunt for a new adventure.
These communities form tight-knit bonds, making them less susceptible to the lure of flashy graphics or other technical advancements. Within their own ecosystem, these games evolve and introduce innovations that keep their audiences engaged. Slapping a big brand like Star Wars on a game doesn’t necessarily translate to success here; the real draw is the interactive experience and camaraderie players share.
Despite clear lessons, the industry persists in making similar missteps with online titles. This year alone saw the spectacular failure of Concord, yet another attempt to dethrone Overwatch in the hero-shooter space. With a bit of hindsight and a splash of schadenfreude, let’s revisit some contenders that aimed high against WoW—and a few that almost got it right.
The Lord of the Rings Online (2007): It’s hardly fair to label this a copycat, as enthusiasts had dreamt of a Middle-earth MMO long before WoW existed. Turbine, known for specializing in MMOs, embarked on this project with modest expectations before publisher WB Games bet big on its potential. Though a decent game, it lagged behind WoW in design complexity. It still has its loyal following today!
Age of Conan (2008): Now, here was an example of post-WoW overconfidence. Funcom, a Norwegian game developer, overreached with an ambitious MMO centered on Robert E. Howard’s Conan universe, featuring cutting-edge graphics, gory combat, and dynamic sword fighting. Publisher Eidos went all-in, hosting a lavish press event at Oslo’s Winter Olympic park, complete with a medieval setup and horse-riding barbarians. (Side note: A drunken PR colleague dramatically donned a stolen sheepskin rug as a cloak.) Unfortunately, the game was a disaster upon release and failed to gain traction.
Warhammer Online: Age of Reckoning (2008): On paper, this seemed like a natural fit. With the Warhammer license closely mirroring WoW’s fantasy setting and developer Mythic’s reputation with Dark Age of Camelot, the project had potential. Lavishly produced and costly, it focused heavily on large-scale player-versus-player combat, but missed the mark on offering diverse playstyles like WoW. The servers shut down in 2013.
APB: All Points Bulletin (2010): A massive online game designed to mimic Grand Theft Auto, backed by the original creator David Jones—what could possibly go wrong? Lots, as it turns out. APB was ambitious but severely lacked true gameplay content. Realtime Worlds, the developer responsible for the well-regarded Crackdown, found themselves out of their depth. The troubled launch saw the company collapse, taking the game down with it, although it did undergo a short-lived relaunch.
Rift (2011): Not just games, entire companies sprang up during the MMO craze, luring huge investments with promises of groundbreaking technology. Trion Worlds, boasting advanced server tech, used it to craft Rift, a fantasy MMO that aimed to revolutionize the genre. It, sadly, turned out to be quite dull.
Star Wars: The Old Republic (2011): After the Warhammer setback, EA regrouped, leveraging the Star Wars license, powerhouse developer BioWare, and a massive budget to take on WoW again. The pre-release excitement was immense, but BioWare’s strength in single-player experiences didn’t translate perfectly to MMO success. Players completed the story and then moved on. However, BioWare persisted, expanding the game gradually and reintroduced it as free-to-play, retaining a steady player base.
Guild Wars 2 (2012): It’s hard to categorize Guild Wars 2 as a failure. It’s an exemplary game filled with innovative mechanics that even WoW later adopted. Still, the expectations set by publisher NCSoft were sky-high, and as WoW kept evolving, Guild Wars 2 couldn’t quite reach those lofty targets.
WildStar (2014): With WildStar, NCSoft, a major name in Korean gaming, sought to appeal to the Western market. Created by former Blizzard developers, it featured a charming, WoW-like aesthetic. Despite its fun mechanics, the game’s attempt to ride WoW’s coattails made it seem unfocused, leading to its closure along with developer Carbine in 2018.
The hero that nearly toppled WoW:
Final Fantasy 14 (2013): Persistence paid off for Square Enix, and not just because they were chasing WoW’s success. Their prior MMO, Final Fantasy 11, did well back in 2002. The initial launch of FF14 in 2010 flopped, but Square Enix took an admirable step back, enlisted producer Naoki Yoshida for a full reboot, driven by the company’s broader ambitions. The reboot soared, and even though it didn’t instantly achieve WoW-scale numbers, continued investment paid dividends. As WoW stumbled with PR missteps and mediocre expansions, FF14 blossomed into the formidable rival that WoW deserved, drawing players and streamers en masse.
