Blizzard CEO Bobby Kotick revealed that the next MMOG will not be a "World of Warcraft" nor "World of Starcraft".

In 2007, Blizzard announced they were working on a new project but not much was known about it other than it was going to be another MMOG style of game. Kotick suggested that the new game will be a brand new intellectual property that will be "more appealing" to the average gamer. He also suggested that Battle.Net features would be improved to the point where a key focus is around the player and e-sports. This allows for user profiles, contests, and tournaments.