BioWare co-founders Greg Zeschuk and Ray Muzyka say players won't want to try other MMOs again after experiencing Star Wars: Knights of the Old Republic.
Speaking to Gamasutra, they said it was "inevitable" people would compare the game with genre king World of Warcraft, but suggested the Star Wars universe has a powerful, unique appeal to consumers.
"WoW in particular, one thing is, it has set consumer expectations," said Zeschuk. "It also set a set of conventions of gameplay that have been experienced by millions, I think tens of millions of people. So, you know, you pay attention to those things, but while you're paying attention, you're doing your own thing.
"I think that's actually one thing I'm excited about, particularly, with TOR. It is a very different experience. I think that anybody who plays it for any length of time, it's pretty remarkable, because they actually come away going... I think it's the strong, individualized heroic element is so powerful in the game."
Muzyka added: The reaction that we've had, and a lot of people playing it have had - we've done a lot of consumer testing and there's a lot more to go - but the common reaction we get from our fans when we play it, or the testers, ourselves, and our teams, is that frankly once you've tried it, you just can't go back. You don't want to try other MMOs anymore. I think that's what imbuing the game with a sense of heroic purpose and identity achieves.
"We've got the best-of-breed features from other MMOs, progression, exploration, customisation, combat, and you know trying to use the conventions that make sense to players for accessibility wherever possible... We've layered on an amazing Star Wars story... Once you've tried it, there's no looking back. You really want to keep playing that new approach to MMOs, I think, is really refreshing."
BioWare also told the site they've often debated moving beyond the fantasy and the sci-fi genres the studio's known for in a bid to broaden the developer's appeal. "As we look forward, that's something we consider more and more," Zeschuk said.