The company’s co-founder and Executive Vice President, Frank Pearce, tells MCV in an interview that, "This is a game that has an opportunity to grow the MMO market if done right and therefore is very important to the industry as a whole, not just EA."
Pearce also draws on the similarities between WoW and SW:TOR, citing WoW's success down to, "building a universe around an already established franchise that was near and dear to the hearts of gamers”. He believes this is something that will stand BioWare's MMO in good stead.