Max Schaefer, operations chief and co-founder of Flagship Studios, is forthright about the mistakes made on Hellgate: London. In a lengthy interview with eurogamer.net he explains how that game tried to be too many things to too many people, and ended up being rushed to market without being 'kept in the oven long enough.' They simply took too much on for a fledgling studio without any existing technologies to cope with.
Flagship is now working on a brand new MMO, the free-to-play microtransaction-driven Mythos, which is nothing like as 'hardcore' as Hellgate. Resemblances to the likes of Diablo or WoW are justified by Schaefer in terms of the relief they give players; the idea is to cultivate a sense of 'familiar novelty', in which the gameplay is comfortable enough to welcome a player in and get them settled, but innovative enough to excite and keep interest.