I won't profess to nail this one perfectly, so feel free to tell me I'm dated or wrong:
A lot of the "feature creep" (as opposed to creature feep), described here is rooted in the "boxed" expansion model. Marketing, PR, and the Execs regularly crying out with a Brad Pitt wail, "What's in the box? What's in the boxxxx?"
Periodic "boxed" expansions provide a big splash for:
- reactivating players
- exposing the game to new players
- directly generating some extra cash
Marketing doesn't care about a weekly or monthly update.
So, in order to be able to hype the game as much as possible, the folks listed above are often looking to the team to put as much in/on the box as possible. And often a bullet point is a bullet point.
So you end up with, "This expansion includes a new Bank Slot!"
And the folks listed above love big numbers: "This expansion includes 1200 new quests! (okay, maybe not "love," but they'll accept it as a bullet point.)
The bigger or more unique the systems and features, the better it sounds.
On the design side, the team is typically struggling with mudflation, systems integrity/balance issues, and a limited ability to "just stop and fix the game," while also satisfying a release schedule that'll retain players, while also hitting reactivation, growth/conversion, and revenue targets.
Without leaning into concepts like TLP, there's also a growing generational stratification of the playerbase that introduces new players to the game in a funky state (as you mention above).
"...oh, everyone is level 80 and mostly playing 4 continents away?
And the more the game's "end/elder/meta (meta even still used for this these days?) game" deviates from the core game (ex. Solo vs Group vs Raid vs PvP) and the more accessible these different game types are, the harder all of this is to maintain.
So, you end up with lots of "feature creep," borrowed power, completely new systems (ex. Garrisons, Pet Battles, etc). Then, you're catering to even more different player types, so it's even harder to feed everyone new content.
Especially, if there's a willingness to monetize elements of all of the above discretely via microtransactions. This further splits your priorities as a team.
...and I'm not saying it's the wrong thing to do. Each company has its own business analytics department and data. It's likely that they're seeing something we don't see as players.
But, I did share a little bit of my thoughts on my preference for our approach in my stream Discord the other day.
From what I could follow as an outsider, Path of Exile was doing a decent job with their Leagues early on. But, I get the impression that it's fallen into a bit of a similar rhythm.
Let me know if I'm wrong.
One thing that we've noticed (and @Nick is found of bringing up) is that POE, Runescape, now WoW, and likely others are doing, is including more of a focus on new ways to play the same content.
And with concepts that have been around for a while: Hardcore Mode, Solo Self Found, Group SSF, etc...
This approach, plus TLPs, is definitely interesting. Especially for games that are built less on evergreen systems, and more on linear progression.
We've discussed the following:
- A greater emphasis on breadth over time in the form of new classes, races, and trade skills
-> This may add new areas, but the goal is to keep them integrated in the core of the game world, while emphasizing replay
- Focusing on maintaining the integrity of the group game over everything else
-> This doesn't preclude the ability for players to do some soloing or gang up with multiple groups on some targets, but rather declares our focus
- Honest consideration paid to the balance between continued vertical progression vs allowance for player churn
-> If 5% of people have run out of things to do, while 95% are enjoying their 3rd alt or some other aspect of the game, it may be healthiest to let them churn if it means the game is more manageable in the long-term
- Slower progression pace and greater emphasis on changing the game as part of the ongoing live service
- The latter, combine with the other elements above, along with a strong focus on ensuring that cities retain their value/utility, should help make the game more welcoming for newer players, even on older servers
There's a lot more we could discuss on this front, but it's already wordy.
Sorry about that.