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WoW didnt kill the MMO market but they reigned undisputed for a very long time. Other companies too way too long to respond to WoW and when they did it was far too late.

With that said, nowadays what happens is that the market is flooded with games. Decent games are free to play. This is killing the sub market that blizzard managed to corner for so long. They are all falling one by one. WoW will be the last but will fall aswell.

F2P and F2P/B2P hybrid models are the way of the future. Also, we need these games to cut on the boredom. Too much grinding. no one has time or patience for that anymore on the games market. Console games have evolved from that.