The interview, which was mainly about Diablo III, turned to talk of WoW and Blizzard's impression of how the game is progressing. Sams explained that they have a lot more lined up for WoW:
We are still doing really well with WoW. I really think there is a huge growth in the game and not just from broadening out into new markets like Russia. We expect a huge influx when Lich King launches and not just from people returning but also from new players who see the advertising and store activity round the release. Also if you look at the data some of the MMO's that came before us are having their most successful time in years 5,6 or 7. I still feel there is a lot left. We have countless ideas for future expansions. I speak to the developers and they think Lich King is better than the first expansion, Burning Crusade. And they think that it's better than the original game. You may think developers would get jaded after working on a product for so long. But when they are saying that Lich King is so exciting and the best they have worked on then that is just music to my ears. I'm really excited.