But after a group of friends has done most the content they like in an expansion, there are other aspects of the game that keeps them interested. Either that or they simply stop logging in.
Imagine you are logging in and you see your friends less and less. Pretty soon, even if you like the game, it is becoming increasingly empty.
A friend tells you about another server. You create a toon there. It's busy, there is activity. You get invited to groups because there are groups to get invited to!
That is how it starts.
For example, if you look up guild raid progress in MoP by realm, you'll see that Lethon recorded only 13 guilds that made *any* progress in MoP raids. By "any" I mean downed even the first boss in one of the T-14 raids. By contrast, on Shadowmoon last I checked there were 104 guilds that had shown progress. Both Lethon and Shadowmoon are shown at "medium" population.
Measured by actual raiding guild activity, though, Shadowmoon is the equivalent of eight (8) Lethons. Don't believe me? Start a toon on SM and see for yourself.
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