The above promotional video for Guild Wars 2 (dated July 19th, 2011) came up in an online discussion recently. The game as it exists today is radically different to this eight-year-old marketing presentation. It got me thinking about MMOs, how they evolve and those that have fallen from grace. Naturally the spectre of World of Warcraft looms large in such a discussion, because for many years this was the game to beat. Subsequently the market was awash with clones, which proved to be an unwise business tactic. The tumultuous life of Star Wars: The Old Republic along with the closure of Warhammer: Online, Vanguard and recently WildStar indicates that more of the same is not necessarily what players want or at the least, insufficient to keep them engaged. Guild Wars 2 initially deviated noticeably from the perceived wisdom but then contradicted its own ideology out of necessity to remain financially viable. Subsequent expansions have proven far more “traditional”. A decade on from the MMO boom, the genre has had to become far more niche to survive. MMOs exist and make money, but the are no longer seen as cash cows.