World of Warcraft lead says Blizzard has "a bigger vision" than simply just being an MMORPG and the Warcraft IP has "been underutilized"

Holly Longdale wants to bring Warcraft "to as many people as possible" ...
GameSpot

Warcraft IP Is "Underutilized," Blizzard Boss Says

Blizzard executive Holly Longdale has stated that the Warcraft IP is "underutilized," suggesting that the company might have new projects or in store to help beef it up and make the most of it.
Skoar! on MSN

World of Warcraft director reveals Blizzard’s ambitious plans beyond MMORPGs, acknowledges underutilization of Warcraft IP

Holly Longdale aims to expand the reach of Warcraft to a wider audience.