This might be against the grain but as an avid overwatch player I don't think overwatch needs to be inundated with content to stay alive, I think it'd be far healthier for them to make the existing content enjoyable. They have enough heroes, they have enough maps. They should be polishing those heroes and maps (which they did do this season, the changes to watchpoint are really good but the map was already really good, they need to focus on fixing things that are terrible lol).
It isn't about keeping it alive or improving the game, it's about milking the idiots who keep shelling out money and defending battlepasses + mtx, once the money runs out they'll just kill it and move on.
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