As a lead game designer at Blizzard Entertainment for World of Warcraft, the ridiculously successful online PC game that now has more than 5.5 million subscribers, Mr. Kaplan, 33, is a combination of long-term planner, whipping boy, police chief and deity for a rabid global player-base that is about as large as the populations of the cities of Chicago, Houston and Detroit combined. Earlier massively multiplayer online games like EverQuest, which topped out at around a half-million users, appealed almost entirely to hard-core young male players. World of Warcraft, however, has shattered the expectations of just about everyone in the game industry because it also appeals to a broader, more casual audience. And one of the biggest reasons for that appeal is that much of the time, World of Warcraft is a relatively easy game.
 
That ease of play has made the game fantastically successful, but it has also created what has become almost a blood feud in the game and on Web message boards between the game's casual users and more serious players. The issue is that once players reach Level 60, if they want to keep fighting bigger and badder monsters and if they want to get rarer and more powerful loot, they must start to work in teams, perhaps of 10 or 20 players. The most epic challenges, like conquering Blackwing Lair and its master, the black dragon Nefarian, require 40 players to work together with the coordination of synchronized swimmers.
 
But because the game from Level 1 to Level 59 is so easy, there are a ton of Level 60 users who don't know how to be team players and don't have the time or inclination to learn. And that is the root of the current conflict. Casual players complain that they can't get rewards comparable to those earned by hard-core raiders, like the Claw of Chromaggus or Mish'undare, Circlet of the Mind Flayer. Raiders like me often respond that casual players just want a handout.
 
And caught in the middle are Mr. Kaplan, known online as Tigole, and the rest of the Blizzard team. For the game's newest high-end area, called Ahn'Qiraj, they set up a system earlier this month that essentially requires most of each server's population, casual and hard-core, to work together to amass huge amounts of war materiel like bandages and metals before the gates to the dungeon will open. Naturally, the population on some servers has responded by pulling together (much respect to the Medivh server for being first to open the gates), while on dozens of other servers, like mine, the war effort is progressing more slowly because casual players don't care about opening a high-end zone.
 
On Thursday morning, Mr. Kaplan took time to discuss World of Warcraft's high-end content, including new details about the game's next hard-core dungeon, the Naxxramas necropolis, home of the undead Scourge. (There is also an additional retail expansion expected later in the year, probably in the fall, that will increase the level cap to 70.) Here follow excerpts from the conversation:
 
Q. Tell me about your general approach to top-level content and how you can appeal to such a diverse user base.
 
A. What we constantly do is look at the whole picture. We need to address an audience like my mom, who plays once in a while but still manages to get to Level 60 and doesn't raid, all the way to people who play 14 hours a day who need less sleep than the rest of us. People talk about the game fundamentally changing at Level 60, and they are right. There are people who are seeking that hard-core endgame experience, but to people who casually follow the quests and just ended up at Level 60, it can be very jarring to them. We're trying to put in more content for them, like the Field Duty quests in Ahn'Qiraj, but the resolution we're all hoping for is the expansion, which will give those players more WOW as they know it. [Mr. Kaplan also said that the game would soon add a new casual-player-friendly armor set obtained through a multipart quest. The first parts can be completed by a solo player, he said, while the later parts will require a group of no more than five people.]
 
Q. Why not just let casual players get rewards comparable to those from raids?
 
A. It would be almost impossible for us to do, and this is a philosophical decision. We need to put a structure in place for players where they feel that if they do more difficult encounters, they'll get rewarded for it. As soon as we give more equal rewards across the board, for a lot of players it will diminish the accomplishment of killing something like Nefarian. My favorite times in the development cycle are when there are encounters that are close to being defeated but have not yet been beaten. It really creates a sense of awe among the players that there is something big and truly dangerous in the world. But it would be very disappointing if the items found on Nefarian were the same thing you could get in your nightly Stratholme run. [Stratholme is a much easier five-person dungeon.]
 
Q. What is your reaction to how the efforts to open Ahn'Qiraj are going?
 
A. This is the first time that we've really put all of the power in the hands of players. So you see some really interesting things going on. In some places, you see multiple über-guilds that have treated each other with respect, or who have called a truce, and are engaged in some massive collective farming. You see a lot of guilds setting up contests to encourage others to participate. The event really comes down to the politics and diplomacy on each realm. But we don't want to punish players on realms that aren't cooperating, so in a week or two the resources will start to just come in on their own. So we gave just enough time to let all of the servers show their feathers and strut their stuff; this is the time to see which servers can really put in the effort.
 
Q. How long do you think it will be until the top boss in Ahn'Qiraj is defeated?
 
A. My estimates are in the one-to-two-month range, but my expectation is that it could happen today. I've learned that as soon as something is in the game, you have to expect that it's going to be beaten.
 
Q. What can you tell me about Naxxramas?
 
A. Naxxramas is going to be the most difficult thing in the game until the expansion pack comes out. It will be the pinnacle, and it's absolutely massive. You'll see this big necropolis floating above Eastern Plaguelands. It's a 40-man raid zone, and it's bigger than the Undercity [one of the main cities in the game]. Things could change, but we're up to something like 18 bosses in there, and they are really cool, too. But it's going to be hard. Really hard. We're hoping to release it in the spring.
 
Q. Will we need to open Naxxramas with a big farming event like Ahn'Qiraj?
 
A. No. Naxxramas will just be open. But we do want to do a world event, which we want to call the Scourge Invasion, or hopefully something cooler than that, that would basically be something for everyone who's not going into Naxxramas. So they would see the impact without having to actually go in. [In other words, get ready for undead to pop up in some unlikely places.]