http://us.battle.net/d3/en/forum/topic/11041994212#11
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The gameplay felt great and was in a good place at gamescom 2013 where we announced them – which is actually why a lot of the individual Trials have been added on their own as standalone events into Reaper of Souls – but the tracking mechanism that made the overall system feel meaningful over a long period of time wasn’t and would take some pretty significant tech and time to implement.
Note: I need to qualify the above a bit further when I mentioned “hollow feeling”. I did touch on the loot aspect in some other blog post… basically, it is what it is since they decided not to re-design the underlying core systems. And to move beyond focusing on trifecta, that’s where other item affixes like cooldown and resource reduction comes into play as an example.
Majority of items though are still relatively bland, and the whole concept of rewards is still mostly in the “here’s some gold and experience” vein (thus that “hollow feeling” that I mentioned). Yes, I do realize that Reaper of Souls offers additional rewards (Blood Shards and Horadric Caches); it’s part of the upsell for the expansion. At it’s core though (regardless of vanilla or expansion), I still believe the game should offer some very rare/unique rewards; one simple example is something like an imbue recipe which now makes even more sense with soul binding – as I’d like to be able to imbue an item with my character name (thus something like a Mempo of Twilight would turn into Murasama’s Mempo of Twilight) while also giving it some interesting property that works only on the character which performed the imbuing.
This is a separate issue from my thoughts about my finding item upgrades while leveling; that system in terms of targeted drops and upgrades works remarkably well. And yes, some legendaries do have interesting properties that can make them fun to use. But I didn’t put all of that into proper context either when it came to “wow”/dopamine fix factor. Interesting and fun properties yes, but I do still realize it’s mostly a facade where the bulk of the upgrade is due to main stat+vitality range inflation (and there is a ceiling on that which anyone who plays long enough, will hit). It’s basically a stat stick which explains that hollow under tone (and nothing will change that without a complete overhaul of the underlying design; something that makes no sense at this juncture).
The longer term issue is providing systems that allows players to put their characters to actual tests beyond PvM (and that is what Nephalem Trials was supposed to offer in terms of PvMvP and/or self-challenges). Brawling is what it is. The devs have telegraphed that arena style PvP isn’t a good fit for the way the game is designed, but are more receptive to the idea of PvM/EvP; for the acronym challenged, that is Player versus Monster/Environment versus Player (where you have these kind of timed/wave of monster challenges where your score determines your placing on a realm wide ladder – but it needs a very good/optimized tracking system in order to keep tabs of players progress on that seasonal scoring ladder; basically a separate server sort of like achievements to handle that aspect as well as a UI that works inside and outside of Clans). The Cursed Chest events brought some of that content into the current game world, but as mentioned, feels poorly implemented and offers lackluster rewards.