We've always tried to develop our games to be approachable to the largest audience of gamers we can. Initially, the game should be easy to play and help players learn what they need to know to overcome later challenges, while providing a depth of play that will keep them coming back for the long term, which we call "emergent complexity."
In order to attract this broad audience, we made the game easy to learn by building an intuitive interface for Guild Wars. We made it mission-based so people can have fun and achieve a sense of accomplishment even if they don't have three to five hours to play in one sitting. We designed the character system so that the outcome of combat is determined by which player is the most skilled, not by which player spent the most hours building up his character.
We also designed Guild Wars from the ground up to be a competitive game so that players of different experience levels can compete against each other, and as a side bonus of that system, enabled friends to continue to play together even when they have characters with different experience levels. Finally, we created new server technology so that Guild Wars will not have a monthly subscription fee. We believe that all these aspects of Guild Wars will make it stand out, and give players a game that they'll want to play for a long time.