World of Warcraft

Business Profile

Core Value Proposition

World of Warcraft provides a massively multiplayer online role-playing game experience in Azeroth, offering ongoing expansions, classic editions, and live-service updates with new zones, quests, and rewards.

Target Customer

Individual gamers including new players, returning players, and fans of Blizzard IP seeking an online fantasy MMORPG experience.

Key Differentiator

Offers a long-running live-service MMORPG with multiple editions and formats (Midnight expansion, Mists of Pandaria Classic: Landfall, Classic Season of Discovery, WoW Classic Hardcore, 20th Anniversary Edition) plus Twitch drops, cross-realm PvP, and a broad rewards ecosystem.

Implementation Timeline

Value is available immediately upon content release or subscription; examples include Landfall going live, Midnight alpha test beginning on October 2, and Twitch Drops active from October 1 to October 29. Free-to-play trial is advertised for new players; subscription rewards are delivered with active subscriptions.

Pain Points

1Need for fresh endgame content and new questlines to sustain long-term engagement.
2Desire for nostalgia and classic-play options through various Classic editions and Hardcore modes.
3Grind and progression friction, with accessibility improvements (e.g., easier leveling in Landfall, reputation gains) and alternative visual/edition experiences.

Key Features

1Regular content updates and expansions (e.g., Midnight expansion, Landfall content update for Mists of Pandaria Classic).
2Classic and special editions (WoW Classic 20th Anniversary Edition, Classic Season of Discovery, Classic Hardcore) for nostalgia and varied gameplay experiences.
3Subscription offerings with exclusive rewards (6-month and 12-month plans with mounts and pets) and Recruit A Friend program.
4Twitch Drops integration (e.g., Lil’ Coalee the Baby Pit Lord pet) and related account linking requirements.
5HD textures option and visual enhancements to improve in-game graphics.
6New and reimagined endgame systems (Brawler's Guild, reputation/reward changes, PvP improvements, item upgrades).

Target Customer Industries

Decision Makers

1Creative Director
2Game Director
3Associate Game Director
4Design Director
5Community Manager

Client Results

1In-game progression with access to new zones, legendary quests, and gear upgrades.
2Acquisition of exclusive rewards such as the Herald of Sa'bak mount, Sa'bak's Favored pet, and other mounts/pets like Startouched Furline, Gigantic Grrloc, Timbered Sky Snake, Lava Drake, and Timbered Air Snakelet.
3Enhanced player engagement and retention through new content, events, and cross-realm PvP experiences.
4 Opportunity to experience classic content in renewed formats (20th Anniversary Edition, Season of Discovery, Hardcore).

Competitive Advantages

1Established, long-running IP with a large player base and ongoing live updates.
2Multiple formats and editions (Midnight, Mists of Pandaria Classic: Landfall, Classic Season of Discovery, 20th Anniversary Edition, Hardcore) that appeal to different player preferences.
3Integrated rewards programs and exclusive in-game items tied to subscriptions and events.
4Twitch Drops and cross-platform engagement (Battle.net linking, regional eligibility).
5Options for visual enhancements (HD Textures) and cross-realm PvP features to broaden accessibility and experience.

Key Benefits

1Access to ongoing storylines, new zones, and legendary quests.

2Wide range of edition options to suit nostalgia and modern gameplay preferences.

3Exclusive rewards tied to subscriptions and in-game events.

4Integrated social features and cross-platform engagement via Twitch and Battle.net.

Additional Product Information

Product Description

World of Warcraft is a massively multiplayer online role-playing game that delivers ongoing expansions, classic editions, and live-service updates, with a large in-game world, lore-rich quests, and a broad rewards ecosystem.

Target Market

Players of MMORPGs and Blizzard fans seeking online fantasy adventures, including newcomers, returning players, and enthusiasts of classic gaming experiences.

Unique Value Proposition

A premier, evergreen MMORPG offering continuous live updates, multiple edition paths (including Classic and Hardcore), and a vast rewards ecosystem, enabling long-term engagement and diverse playstyles.

Technical Requirements

Requires Battle.net account linking for certain features (e.g., Twitch Drops). Drops can be earned on PC/Mac web browsers or the Twitch app for Android/iOS. Regions eligible for Drops include North America, Latin America, Europe, The Middle East, Africa, Japan, Taiwan, Southeast Asia, Australia, and New Zealand.

Pricing Model

Free-to-play option for new players; subscription-based access with 6-month and 12-month offers that include exclusive mounts and pets; additional paid content via pre-purchases and special editions (e.g., Midnight, 20th Anniversary Edition).

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