Which goes not to say ArenaNet is abandoning anything yet, but if you look closely, you can see some pretty fundamental changes to the core design of GW2 in the updates since release.
Cinematic Cutscenes
GW2 had its own style of cut-scene, which certainly did not take accustomed modes of presentation, the players know from other games and TV, into account. A type of Kasperletheatre, no derogative intended. Rox and Braham, however, have a more classic style of cutscene. Even though the new type is not “polished” if you look at it, the old style was replaced rather sooner than later. The Rox and Braham story missions have very well done establishing shots, giving the player a good sense about the location and where the characters are standing in that location. After that, we get a circle-strafe loop, as the new style seems to be missing a camera cutting to a close up of the person talking, then cutting to a reaction shot of another person in the scene and/or close-ups to other characters talking. But you can see how the engine seems to be developed further in the direction of being a good presenter.
Segmented Bossfights
Your typical GW2 bossfight has you managing offense and defense at the same time and at all times. Which can be difficult for ranged players and sometimes results in bosses being very vulnerable up close as not to disadvantage melee types too much. ArenaNet made changes in this departure by introducing bosses with a clear defined distinction between defensive phase, in which you only evade, and attack phase, when you unload your skills for damage. The middle boss of the weapons testing facility is that way, but also the Frog boss form SAB.
Jumpig is evasion
For a long time, this was an instinct which did not pay off. But again, with the weapons testing facility, ArenaNet made a very visible step towards jumping being a proper form of evasion.
Fractal style difficulty
Not much to say about that style of handling difficulty, other than it serves the needs of content tourists and hardcore players alike. ArenaNet seems to think the same, so while players cannot yet select the difficulty everywhere, it also popped up when opening SAB and MWF.
Reward Scheme Spam
When it comes to reward schemes not tying into the money economy, ArenaNet is still tossing things at the wall trying to see what sticks. We had mystic coins as tradeable daily tokens of appreciation from the very start, but when ArenaNet introduced new rewards for having done a daily thing, ArenaNet also introduced new non-tradeable daily tokens, called laurels. Guild influence and guild commendations share a similar story. There is little to no storing of value between successive pieces of content, since each one introduces its own reward token.
Monetization
This is when the NCSOFT being Korean and Nexon owning 15% of NCSOFT is dragged into the limelight. Depending on the month, ArenaNet seems to be selling its items straight, or attempting to sell lottery tickets for a 1inX chance to get an item. So far, only one method has caused players to write passionately about their emotional relationship with the RNG. However, the most interesting development is not what ArenaNet is doing, but the law is doing. The prime minister of Korea has introduced a bill, which puts games under the same regulatory body than alcohol and drugs. For example, Playstation network can only be accessed in Korea, if you are above 18 and have verified your account and the new law isn’t even in effect. If this shift catches on in other territories, then monetization regulations might cause a fundamental shift in how games are designed. A lot of catering to teenagers and regulatory boards such as the ERSB and USK might end up on the chopping block. More mature games because the regulation of monetization schemes making business models “mature only”? The irony would be mind melting. At least in Germany, consumer advocate groups are still on the warpath about all types of junk food being advertised to children, but games already come in second place. The public discussion seems to shift away from violence and more into the types of business models a parent should allow at home. You wouldn’t allow a Las Vegas casino to operate a one armed badit in your living room, now would you?