WoWing Alone: The Evolution of “Multiplayer” in World of Warcraft

World of Warcraft (WoW) is one of the most successful and longest running multiplayer online games in gaming. Over time, Blizzard Entertainment’s approach to multiplayer activities in WoW has changed. During the past decade, in-game world events, group matchmaking systems, and phasing technologies have been used to increasingly emphasize individual achievement rather than collaborative effort. The game is shifting away from sociable activities in favor of ones that situate players as powerful, atomized characters. WoW’s governmentality now encourages players to see each other as obstacles to success and to see themselves as entrepreneurial subjects. These neoliberal strategies have the potential to impact our ability to collectively imagine and create alternative forms of social interaction and organization.