World of Warcraft: Legion is the first WoW expansion released in my adult, working life. As a result I haven’t found as much time as I would like to protect Azeroth from the demon invasion; it’s stressful having two actual jobs instead of just “alchemy” and “herbalism”. But even from my brief time with the new content it’s apparent to me that Blizzard has finally learned how to correctly market and create content that engages with the nostalgia inherent in its decade old game.
The previous expansion, World of Warcraft: Warlords of Draenor, is an example of a failed attempt to engage with nostalgia. Set before the events of WoW, this expansion forces the player to go back in time to fight the original, demon-powered Orcish horde. Originally planned to coincide with the release of the film, the intention was for film audiences to witness the birth of the Horde, and then enter the game to stop it. But the film wasn’t released at the same time – it was moved to not coincide with the box office juggernaut that is Star Wars. When Warcraft: The Beginning was eventually released, it didn’t really match up narratively with Warlords of Draenor in any way: sure Gul’Dan is the main antagonist in both, but the main protagonists in the game – Grom Hellscream, Maaraad, and Yrel – either have no dialogue or don’t appear at all in the film. As a result Warlords of Draenor was a hackneyed expansion built around a multi-media experiment that never actually came to fruition. It is easily the worst expansion Blizzard has released.
But Blizzard has learnt from this mistake, and since then their marketing machine has become much more nuanced and refined. For the past year or so Blizzard have been referencing one thing across film, Hearthstone and WoW itself: Karazhan.