We recognize that the item hunt is just not enough for a long-term sustainable end-game. There are still tons of people playing every day and week, and playing a lot, but eventually they’re going to run out of stuff to do (if they haven’t already). Killing enemies and finding items is a lot of fun, and we think we have a lot of the systems surrounding that right, or at least on the right path with a few corrections and tweaks. But honestly Diablo III is not World of Warcraft. We aren’t going to be able to pump out tons of new systems and content every couple months. There needs to be something else that keeps people engaged, and we know it’s not there right now.

We’re working toward 1.0.4, which we’re really trying to pack with as many fixes and changes we can to help you guys out (and we’ll have a bunch of articles posted with all the details as we get closer), and we’re of course working on 1.1 with PvP arenas. I think both those patches will do a lot to give people things to do, and get them excited about playing, but they’re not going to be a real end-game solution, at least not what we would expect out of a proper end-game. We have some ideas for progression systems, but honestly it’s a huge feature if we want to try to do it right, and not something we could envision being possible until well after 1.1 which it itself still a ways out.

Thank you very much for this informative and honest answer. Though to be honest what this answer really reveals is “we didn’t have a real end game ready or in mind and aren’t sure how to retain customers, the game was released before it was quite ready, possibly because of the giant outcry from the fans”

Hindsight is 20/20 I suppose, but we believed pre-release that the item hunt would be far more sustainable, and would work to be a proper end-game for quite a while. That didn’t turn out to be true, and we recognize that.

Can you quantify ‘tons’ of people playing? I mean if you are counting the US player base that might mean 7 players if we are using weight ratios here …

Haha… oh wait, that’s mean! I don’t know that I’m allowed to release specific concurrency numbers, but we have hundreds upon hundreds of thousands playing every night. Comparing to just normal drop-off post release of a WoW expansion, Diablo III has been very solid, and it’s not even out in China yet.

• Fixed a bug that allowed players to earn additional stacks of Nephalem Valor or guaranteed item drops by killing multiple monsters simultaneously from the same Champion or Rare pack
• Fixed even more game and service crashes