World of Warcraft: Burning Crusade Shows the Impact of Brand

World of Warcraft’s latest expansion Burning Crusade is out now and players are rushing to get it. From a producer’s marketing viewpoint it’s quite interesting to see what the new features are:

* An increase in the level cap to 70
* New spells for each class
* Two new playable races: Blood Elves & Draenei
* The entire new continent of Outland
* Many new zones and high-level dungeons
* Hundreds of new monsters, quests, and items
* A new profession: Jewelcrafting
* Flying mounts in Outland

Basically it’s pretty much like more new stuff on the original game. I’m sure that works – and with a strong brand such as WoW it can be done. Over and over. Some players complained about the level cap of the original game (The maximum level you could reach was something like 50 or 60) – so now Blizzard is doing what the players want: giving you more tools to continue playing.

I’m sure this expansion pack will do fine and game producers can learn from this concept: selling your expanded product – bigger and better – to your existing customers will work. Simply adding new features and polishing your product will help sales.

4 thoughts on “World of Warcraft: Burning Crusade Shows the Impact of Brand

  1. “I believe it won’t take too long until you hear about a new WoW expansion, and you will hear words “this time we did it well” from Blizzard… and so goes $30+ again to their pockets ;)”

    This has just been announced. The Lich King or some shit. EB told me 4 months.

  2. blizzard has some rabid fans..and that fanbase grows every day it seems

  3. @Neil: Thanks for your post. I read few comments from your blog and your opinion “[...]The second problem is that the quests are stupid stupid stupid. [...]“. I believe it won’t take too long until you hear about a new WoW expansion, and you will hear words “this time we did it well” from Blizzard… and so goes $30+ again to their pockets ;)

    Consider Diablo. The brand got expansions (which is perhaps the best example about having LOTS of new items) and there are people who are addicted to playing it single player.

    I suppose it depends how the Expansion pack is pulled off. Time will tell how players feel about the Burning Crusade – your comment was not encouraging (to Blizzard).

  4. Yes, it will work… but how many times? How many expansion packs can you get away with giving more of the same? I have played Burning Crusade for 2 days, and it already feels like more of the same. It already feels old. I suspect that most MMOG players are happy with more of the same, but I doubt it is true of single player games.