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Because World was massively successful, and it is obviously what the next came is going to be connected to, in someway.
Rise was a good product between the wait, but it's really not the same.
World is literally their best-selling game of all time at the moment. Of course, they'll use it further to promote an upcoming title. Also, I think their sales increased massively thanks to the sale.
If I took a guess, the general gameplay of Wilds will likely be closer to World. That might be another reason why they are pushing World more, so people who bought it during the sale will also buy Wilds at full price when it comes out. It's all a business strategy.
World shouldn't get another expansion. It's not a financially sound decision to dedicate millions of dollars to an older product unless you know it will be a massive success. With how things are, the integration of another expansion would either require massive adjustments or make Iceborne a free expansion. That alone would diminish profits significantly.
Iceborne sales were 55% of base game sales as of March 2023 (source: Wikipedia). Sure, the most recent sale probably significantly increased the sales for both the base game and the expansion, but that doesn't mean a second expansion will sell anywhere close to Iceborne. At best, only 25% of base game owners would buy a second expansion. That is a risk Capcom can NOT take. They'd rather sell you an entire new game and turn another massive profit, instead of spending on a second expansion and barely breaking even.
Capcom wants you to play the prequel
What "story"?..
The logo of wilds has the same long snake looking dragons that is on the tapestry in world, the dragon that turned into lakes and sea by scattering its scales...
There is quite a theme of reflection and drop of water hitting water surface effects in the wilds logo too.
Missed all the environmental story telling?
Well look,
Long snake? Like Dalamadur? This is literally MH4 2
Wilds logo being reflected like in the WATER? This is literally MHTri 2
Great Maccao looking mount? This is literally MHX 2
Sand Goss Harag looking bears? This is literally MHRise 2
A big thunderstorm? This is literally MHP3rd 2
Ancient structures or ruins left by someone long gone? This is literally MHDos 2
Also, OP, you are literally looking far to deep into things, the franchise just constantly walks forward. It will have things from both World and Rise, hell, we already see the player riding a mount, something Rise introduced. Theyre advertising to World because the push for Wilds is it's PC audience. Capcom said a while back that they're wanting to focus on the PC playerbase rather than the home console playerbase, because there's just more PC players nowadays. World was wildly successful, but PC, while not having the most sales, was the most active, intuitive playerbase. Hell, Iceborne incorporated a ton of stuff from mods, shiny drop markers, scoutfly disabling, selling mini monster statues, solo scaling, etc.
World had far more resources allocated to it and also made far more money, its their flagship game where as Rise is not.
From what I can see the whole return to world thing was mostly organic there was some kind of campaign but honestly there were so few good games this year and even fewer good co op games that everyone just kinda started playing this. The game is dirt cheap and it's a great time for everyone who missed out at or around launch. Capcom is killing it with back to back bangers for over 4 years now which is kind of impressive considering how god awful their pc ports used to be and how many wrists had to be twisted to even get a proper MH on PC. You can thank FROMsoft for some of this since they proved you can do JRPG action games on pc and make boat loads of cash. I myself thank them and the giga bank elden ring brought in for getting another dragons dogma out the door.
A lot of people forget that fromSoft is why World sold so well. Bloodborne just finished, and DS3 was right around the corner. MHW tied a lot of these fans over, and won them over.