The Common Blizzard DNA Found in Warcraft Rumble and Hearthstone: Insights from the Developers

BlizzCon is a perfect opportunity to commemorate Blizzard's franchises from the past, present, and future. While World of Warcraft's Worldsoul Saga was the highlight, there were also exciting announcements for Hearthstone fans and the recently launched Warcraft Rumble. After going through an extensive beta period, Warcraft Rumble is set for its upcoming release with a clear vision for its future.

During BlizzCon, our website conducted interviews with Hearthstone executive producer Nathan Lyons-Smith and Warcraft Rumble executive producer Vik Saraf. The topics of discussion included the mobile market, player retention in a highly competitive industry, and the dynamics of inspiration and collaboration within Blizzard's game development teams. Notably, both producers emphasized the unique blend of the Blizzard DNA and the mobile gamer identity that distinguishes them from other developers. The following transcript has been edited for clarity and conciseness.

Q: Would you two like to take a quick second to introduce yourselves?

Lyons-Smith: Sure. I'm Nathan Lyons-Smith, executive producer on Hearthstone.

Saraf: My name is Vik Saraf, and I serve as the executive producer for Warcraft Rumble.

Q: Firstly, I'm curious about your overarching vision for Warcraft Rumble in the long run. What are your plans for its future, and how do you envision its role in the mobile gaming sphere?

Saraf: Absolutely. As of now, we're only two days into this adventure. Our journey has just begun, but we've been fortunate enough to have some truly inspiring predecessors in the form of Hearthstone and World of Warcraft. Hearthstone, with almost 10 years under its belt, and World of Warcraft, approaching its 20th anniversary, have paved the way for us. We aspire to match, if not surpass, their longevity alongside our amazing community. Our primary focus will always be on the moment-to-moment gameplay and the core game loop that captivates players. By continuously catering to our fans and giving them what they crave, we firmly believe this recipe for success will endure.

Furthermore, this provides us with an opportunity to introduce new features and content that will allow the game to evolve alongside the player's journey. We have a comprehensive roadmap planned for the upcoming year. In case you missed the Warcraft Rumble panel, we announced the introduction of raids, a new zone, and additional characters. Although this is just the opening ceremony, we have already begun our first season, with Sylvanas being the initial character to be released. More characters will follow with each subsequent season, which lasts for six weeks.

We have a well-defined content and feature lineup for the next year, and our intention is to continue adding to that as the game gains momentum. However, our main focus is always on providing the players with what they value the most. Through the beta phase, we gained valuable insights into player preferences and priorities, allowing us to better cater to their needs. The beta may have been lengthy, but it was crucial in helping us understand what resonates with players and prioritize accordingly.

Lyons-Smith: In Blizzard, we place great importance on listening to the community, particularly when it comes to Rumble-specific matters. Though we may not always cater to their exact requests, we strive to understand their goals and motivations in order to provide them with appropriate systems, features, and content. This approach has contributed to the enduring success of Hearthstone and World of Warcraft. Blizzard games are known for their longevity, and I am eager to see the upcoming roadmap and discover what players appreciate and value.

Q: When it comes to player feedback, were there any aspects that the community passionately advocated for, but were not initially on our radar? If so, how did we address those concerns? Did we adhere to their desires precisely, or did we make adjustments to accommodate them?

Lyons-Smith: Let's start with a simple one. Our players constantly crave fresh content and eagerly anticipate the arrival of new classes. It's no surprise that they often express concerns about the game's affordability and the challenge of staying competitive.

A year ago, I initiated a plan to efficiently target and attract lapsed and new players to our ecosystem. During the opening ceremony, we introduced Catch-Up! Packs and provided further details about them at the What's Next Panel. There is a blog post available that explains the workings of these packs in detail. Essentially, if you are a new or returning player, these packs are essential as they will greatly aid you in catching up to the players who are already immersed in the game. We are thrilled to have this welcome-back feature and we will be distributing some packs as a gesture. Additionally, you have the option to earn or purchase these packs, which will facilitate the re-entry of players into our ecosystem. With each release of new cards, which offer exciting and enjoyable experiences with fresh mechanics and themes, such as the return of Reno and Elise in Showdown of the Badlands, there may be a need for various items from the past year and a half. We have considered this issue and believe that the Catch-Up! Packs will assist in addressing it.

Saraf: The development of Rumble really took shape during the beta itself. We offered various game modes such as PvE, PvP, dungeons, and quests. To gather community feedback, we actively maintained a Slack channel where players could voice their opinions and share their experiences from platforms like Discord, Reddit, and other forums. We discovered that there was significant interest in our different modes, but we needed to ensure that players had something to keep them engaged.

Surprisingly, we did not anticipate the level of engagement in PvP. This allowed us to gradually improve the PvP feature from the end of the beta to the soft launch. A specific feedback from the community was regarding the accessibility of the game and the swift increase in difficulty. Many players found the game enjoyable but challenging too quickly. Therefore, we aimed to make the game more manageable for players in the early stages and gradually increase the difficulty to match their progress in their individual journeys.

A: It is evident that there is a great deal of interest in Rumble. During the Warcraft deep dive session, four individuals behind me were discussing it, while three people in front of us were actively playing. It is exciting to witness such widespread adoption.

Saraf: We sincerely appreciate the overwhelming support. Our intention behind engaging with players goes beyond simply improving the game itself. They have also been incredibly helpful in identifying and resolving technical issues. Currently, we are actively monitoring Discord and Reddit, constantly working with players to ensure that the game continues to evolve. I genuinely meant every word when I acknowledged that it is because of the players' support that we have reached this point.

Q: For mobile gamers, how have you guys worked respectively on player retention to keep users captivated and playing in the long term?

Lyons-Smith: We cater to a diverse range of players with different preferences for engagement. Some prefer daily activities, while others prefer longer intervals. It is important to provide options for these players, such as playing games, consuming content, participating in ladders or PVP, and fighting bosses. In Hearthstone, we offer daily quests that can be collected over time. It is not necessary to complete these quests every day. Players can choose to log in every three days and complete all their quests to optimize their economy. Additionally, we have weekly quests to provide different incentives for engagement. We strive to ensure that players feel smart, fulfilled, and motivated to accumulate resources for expanding their card collection.

As Vik mentioned, it is crucial for us to understand ourselves as gamers and design experiences that cater to the varied engagement patterns of our team members. We also listen to feedback from players in different moments of their gaming experience, acknowledging when our strategies are effective or when they may feel overwhelmed or inclined to play something else.

It is tempting to solely focus on satisfying the desires of our most dedicated and passionate players and simply follow their lead. However, we recognize that we are developing games for a vast audience of hundreds of millions of players, not just a select few. Therefore, we deliberately make decisions that cater to the preferences and expectations of each segment of players, ensuring that there is something enjoyable for everyone. This approach is essential in enabling us to achieve our ambitious goals and grow to our full potential.

Saraf: You articulated that point very effectively. The same principle applies to Rumble as well. Mobile games often struggle to captivate and engage players over an extended period of time. While there are indeed some excellent mobile games available, a significant portion of them tend to lose their appeal and become repetitive quite early on. It's like trying out a game for a brief period, forgetting about it, and eventually having it automatically uninstalled from your phone.

Again, this is why our beta testing phase lasted as long as it did. We understood from the beginning that the key to winning over our fans was ensuring that they always had something enjoyable to engage with when they logged onto our platform. It was crucial to create distinctive moments for every player during each gaming session. Our game offers a diverse range of PvE, PvP, quests, and dungeons. We dedicated ourselves to intricately weaving these different game modes together. During a specific session, you might decide, "Today, I'm in the mood for a heroic zone." The next time, you might prefer to enhance your army slot, leading you to embark on several dungeon missions. Every time you log into the game, the experience can be remarkably dissimilar, offering a fresh and exciting encounter.

When players experience a sense of freshness and change of pace that aligns with their own needs as well as mine, it truly resonates with me as a gamer. These are the elements that entice them to come back day after day because they know they will encounter something unique whenever they open the game. It's not about just mindlessly completing the same mission over and over again. Eventually, that routine would become boring and stale. Instead, I believe it's crucial to offer an experience that feels different every day.

This is why our beta testing phase lasted for such a long time. We wanted to gain a deep understanding of how players truly felt about our game and identify areas where we could improve. Our goal was to create something that would keep people engaged for years to come. I must commend Hearthstone for their successful execution of this strategy over the past nine years. They have served as an inspiration and guiding force for us in many aspects.

Lyons-Smith: One aspect of Rumble that I particularly appreciate and have encouraged our team to consider is the map. When players return to the game without prior context, they may be unsure about how to proceed. They may think, "I remember this being enjoyable." By simply navigating to a map, clicking on "play," and starting the game, they receive a clear call-to-action indicator. They engage in the game, potentially winning or losing, but then they quickly immerse themselves in it again. They recall the fun they had, recognizing familiar elements and anticipating the next challenge.

That approach is truly effective. Implementing such features not only sustains ongoing gameplay, but also ensures that players, as they inevitably come and go from the game, continue to be engaged. Our aim is to create an environment where playing is enjoyable and not a chore. As a result, players stay for longer periods, which is fantastic.

Q: What sets Warcraft Rumble apart from other mobile games in such a saturated market?

Saraf: Sure, that's a valid point. Many mobile games face the challenge of either having engaging gameplay but becoming repetitive over time, or incorporating deep RPG elements that shift the focus away from the core gameplay experience. In the former case, the initial fun fades quickly, while in the latter, gameplay takes a backseat to character progression. In both instances, the overall enjoyment suffers and becomes more of a chore for players.

Often, we find that some games lack exciting gameplay that can keep players engaged. Our goal was to create a game that offers depth. For instance, when opening the game, you might not immediately jump into playing, but instead, focus on planning your Alliance R&D slot for the dungeons. This preparation stage might take five or ten minutes per session, setting the stage for an intense and thrilling gameplay experience.

I could use a more suitable term, but this is something that must avoid being dull, monotonous, or less important than the planning aspect. It should provide a distinct gameplay experience that captivates and entices players to continue playing. Our aim was to strike a perfect balance between a deeply engaging game and ensuring the excitement of moment-to-moment gameplay remains intact. There are many more aspects to consider, but these are the overarching principles.

Lyons-Smith: Cultivate a sense of desirable competition in order to drive the desire to win.

Saraf: That's a much better word than stress-inducing.

Lyons-Smioth: Yeah, it doesn't induce stress. Definitely doesn't do that.

Q: Previously, you mentioned the advantage of having access to other examples. What insights have you gained from the other projects, games, or past experiences that have contributed to making your games outstanding?

The unique advantage of the Blizzard DNA within our company is the presence of highly creative individuals who have previously worked on successful games like World of Warcraft and Hearthstone. Many of our developers have gained experience from these games, allowing them to have a keen eye for aesthetic appeal and the ability to construct captivating game systems. Their expertise in creating visually captivating art and engaging gameplay is an invaluable asset to us.

We have been incredibly fortunate to have such a talented pool of individuals readily available to us. When we think about games like World of Warcraft, it's not just about the design team, but also the creative DNA that underlies the game. One aspect that World of Warcraft excels in is endgame system design, which is crucial for games that function as live services, an area that World of Warcraft popularized. Hearthstone has also achieved great success, and we greatly benefit from the knowledge and experience gained from that game. We have fully embraced these strengths and incorporated them into our own work.

We made sure to consider the mobile player experience, while also acknowledging the differences between PC and mobile gaming. PC players tend to dedicate longer periods of time to playing, whereas mobile gamers typically play in shorter bursts. We wanted to ensure our team understood these differences and incorporated them into our approach. Additionally, we focused on understanding the motivations of mobile players and integrating that knowledge into our game systems.

In terms of gameplay, Rumble really showcases our commitment to creating engaging and enjoyable experiences. The attention to detail and the strong moment-to-moment gameplay reflect the values of Blizzard as a company. When it comes to technology and processes, we've learned from past decisions and are open to new ideas and approaches. As a cross-platform game, we've also had to navigate the challenges and opportunities that arise from supporting multiple platforms.

Q: Why did the team opt for a cute, cartoony art style for Warcraft Rumble rather than a grittier one? Was the intention to appeal to a specific audience?

Saraf: Hearthstone served as a source of inspiration for us, particularly in terms of the overall tone and theme of the game. The concept of a "game within the game" originated from Hearthstone's success in the Warcraft universe, which we directly drew inspiration from. To provide some context, when playing Warcraft Rumble, you are essentially engaging with an arcade cabinet equivalent in the world of Azeroth. These miniature characters are created within the machine itself, infused with Arclight energy, a creation of the Gnomes. They come to life on the game board. It's important to note that we had the intention of creating a "game that's a game" within the Warcraft universe, so it's not meant to be photorealistic, but rather a representation of a tabletop game.

A significant amount of effort was dedicated to texturing these units in order to avoid a cheap plastic appearance. Additionally, we aimed to steer away from a metal feel. Instead, we strived to achieve a matte and vinyl-like texture to give the minis a desirable and collectible quality.

The art style was not created with a specific demographic in mind; rather, it was intended to appeal to the inhabitants of Azeroth who have an interest in playing this game. Our goal was to capture the essence of these characters, and achieving that aesthetic required a significant amount of time and effort. I am incredibly proud of the art team for their accomplishments.

Hearthstone

Hearthstone is a free-to-play digital trading card game from Blizzard and features many characters from the World of Warcraft universe.

Franchise: Warcraft

Platforms: PC, macOS, iOS, Android

Release Date: March 11, 2014

Developers: Blizzard

Publishers: Blizzard

Genre: Digital Card Game

ESRB Rating: T for Teen - Alcohol Reference, Blood, Fantasy Violence, Mild Suggestive Themes

Official Site: Visit for more information.

Editor's P/S

As a Gen Z netizen, I am excited about the upcoming releases of Warcraft Rumble and Hearthstone. Both games have the potential to be huge hits, and I can't wait to see what Blizzard has in store for us.

I think it's great that Blizzard is listening to the community and taking their feedback into account. This shows that they are committed to making games that people want to play. I'm also impressed by the amount of content that is planned for both games. It's clear that Blizzard is putting a lot of effort into these games, and I'm confident that they will be successful.