Originally Posted by
Madruga
GW2 and SWTOR are doing well, but it doesn't mean their formula for endgame is good. It doesn't really matter too much for their F2P model... Whether people play endgame or not in GW2, they already paid before... SWTOR has their raid-content gated behind a sub, but I don't believe endgame is what is bringing them money.
WoW has a different business model, they have to retain people through endgame content. GW2 and SWTOR do not. And to this day raiding is still the most effective endgame content, supported by endgame PVP.
Maybe somebody can bring another type of lasting content for endgame, but no other formula worked so far.