Though lore has taken more of a front seat in Cataclysm, it's ultimately the gameplay that comes first with Blizzard, even before the story. According to Metzen, if you don't make it fun in the first 3 minutes of gameplay, you've failed. If the gameplay is a turn-off, it doesn't matter how wonderful the story is -- people still aren't going to want to play it. The presentation is an interesting look at some of the less-highlighted aspects of game development, and Gamasutra has coverage of the whole presentation. For those interested in what the job of a writer looks like at Blizzard Entertainment or wondering what goes on when creating a story as massive as Warcraft, it's a really interesting read.
But that's not all from GDC Online -- Blizzard writers also got together to discuss great gaming moments and the challenges of game design. The coverage of the event discusses more about the writing process, fan feedback, and creating memorable stories. Check out the full story over on Gamasutra as well.