Perhaps this seems a controversial question. How can the epitome of high end raiding in World of Warcraft be a bigger brand than their ingame conquests? I argue that their success and then capitalisation on their fame actually hampers their race to be world number one.

They recently launched a fandabidohsee (read it aloud) new website which aims to be the centre of the raiding community. It looks great and has much readable content produced by current Ensidia and For the Horde members, with whom they have partnered to create the site ( However I have to wonder how much time the upkeep of this site takes up. Does it cut into time that could be spent ingame making 100% sure that they are the most prepared for a new instance they could be? This is all of course hypothetical since I do not have any insider Ensidia information but it stands to logic that if you have to be writing posts for your character’s blog, editing videos and responding to fans’ comments on your forums that it will impinge on your ingame time.

Now don’t get me wrong – they are still a fantastic group of players and a force to be reckoned with.

Second at the time of writing worldwide to Paragon, they remain a juggernaut of the WoW PVE scene. The fame and fortune (funding from real world businesses,) definitely helps them obtain a larger recruitment field. With exponentially more players having heard of them than a couple of years ago I do not doubt that they have exponentially more applications which can only be a good thing right? Well I would argue that the players that actually make the cut, i.e. the best of the best, would have known about or put in the effort to find out about the smaller Ensidia guild before they had the fame anyway. So doesn’t that actually just mean that the officers have to simply spend longer sorting through the hundreds of applications that must come in weekly to find the ones that would have applied successfully anyway?

There are however potential advantages to this fame. I reckon Kungen is pretty happy being paid a wage to play, albeit small, and many of their players receive complimentary computer hardware and accessories from Ensidia’s sponsors. Then there are the fantastic opportunities to raid live at any of the gaming events that some of the guild members attend.

I am not bashing Ensidia for exploiting the huge attention that they have received over the past couple of very prolific years; indeed I am impressed that they can build such a reputable brand whilst remaining at the very pinnacle of raiding. I just can’t help but wonder whether without the focus on PR, media relations, community building, brand awareness and the likes that they couldn’t be number one. What are your thoughts? Is Ensidia too big to be the best?