Really what was happening through this whole process was that the world that we are building and the heroes that we are creating no longer belong to us, so the fans of Overwatch, through fanfiction, through cosplay, through the most amazing fanart I’ve ever seen, started to take over the worldbuilding and the intellectual propriety from us. You can ask the Overwatch fans who’s dating who in the Overwatch line-up and it’s actually kind of amazing. They have stories for all of the heroes and what their love-lives are, and we love it. We think it’s the best thing ever that it belongs them. We now think of ourselves as the custodians of the Overwatch world. We are taking care of it for what our community is going to create for moving forward.
— Jeff Kaplan at the D.I.C.E Summit 2017