Edit: Disclaimer, I just want to say that I actually enjoy the campaign game more than skirmish, but I also like to see things objectively.
Ok, hear me out. I am in the camp that believes that as a dungeon-crawler campaign game, from a consumer's perspective, IA is close to being complete. Yes, the Star Wars universe offers infinitely more possibilities for future stories and settings, but having a digital app means that now we can get a lot of that as digital content without having to buy and store more plastic and more cardboard. From a physical standpoint, as a boardgame, IA is reaching critical mass of expansions, where we are close to getting to or even already are seeing "expansion bloat", where diminishing returns kicks in and it becomes infeasible for a majority of gamers who are not treating IA as a lifestyle game to keep up with the expansions. You could buy that 5th $60 expansion for this one game, or you could spend that money on a completely new game that has much more to discover, for only the most dedicated IA gamer does the first option really make the most sense value-wise. It doesn't help that the dungeon-crawler genre, which was fairly open in 2014, has become incredibly crowded with competitors due to all the kickstarter copycats after the initial runaway success of IA.
So in order for IA to keep releasing content into the distant future, they might want to switch gears from releasing content for a casual dungeon-crawler board game to releasing content for a competitive lifestyle game. These are the players that have allowed games like MTG and Netrunner and X-Wing to continue releasing new content multiple times a year and keep making money without engendering player fatigue. And that means switching from campaign-focused content with Skirmish as a secondary component to skirmish focused content with maybe some light campaign content. Campaign players would continue to receive new campaign content through the app, and perhaps through much smaller expansions such as the Hero&Villain packs that were being released in Descent which featured new campaign heroes and enemies, which would also conveniently be appealing to skirmish players. A $25 pack like this would be much more appealing to someone who already owns all the box expansions than maybe ANOTHER $60 box.
A fundamental switch like this would also allow skirmish to become much more accessible to more players. $60 boxes are the bane of skirmish accessibility. "Ooh, jet troopers look like a really cool unit that I'd like to add to my skirmish army. Oh, I have to pay $60 just to access this single unit? I think I'll just pass on this game altogether." This is a real thing (with a different figure) that I have heard prospective IA players say to me! Lifestyle gamers want to be able to expand their collections in small bites, they do not like being forced into big bundled buy-ins more than once. That is why X-Wing is doing so well even this far into its life and its new expansions are still selling, its much easier for someone to justify 4 $15 purchases across a couple of months than a single $60 purchase. Its just our human nature in action, we feel small losses less acutely than we do a single large loss even if logically it adds up to the same amount or even more money being spent in an equal amount of time. IA figure packs are perfect for this and I think FFG would be wise to switch over from big box expansions to more focus on figure packs. How awesome would it be if Weequay Pirates, Jet Troopers, Probe Droids, Nexu etc were available in figure boosters? How many more players that saw that many skirmish lists contain multiples of these elite groups and were turned off of skirmish altogether when they realized it required them to buy multiple big boxes, would have bought these figure packs in a heartbeat and actually been excited to play skirmish! The additional purchases from those players would have made up for the players that double-purchased Jabba's Realm boxes, and we would have many more skirmish players to boot!
By the way, switching physical content to being skirmish focused doesn't mean campaign stops getting new content. Figure packs always come with at least something for campaign, whether its a new side mission, new item, or new Agenda cards. The app would be a primary outlet for new story content, but FFG could also release new campaign books with tiles and heroes in a $20 product. All of this makes content cheaper for everyone.
To be honest, after Jabba's Realm came out, I kind of looked at my collection and thought "I don't really think I need anymore stuff for campaign" and I wasn't going to buy the next big box expansion. But I ended up begrudgingly buying HotE anyway, and you know why? Because right around that time my previously-dead IA skirmish community had an unexpected influx of new blood, and I found myself wanting to play skirmish again, and wanting to be able to actually play Darth Vader and Han Solo in skirmish. It was those **** skirmish cards that got me to buy a $60 box. But you know what, they only have so many more iconic characters they can "fix" and lock behind a $60 box before that stops working. I think giving the huge focus on campaign content a rest in physical content and relegating it to the app and to figure packs might be a good long-term strategy for the health of the game. Anyway that's my app-based wild speculation rant.
Edited by Tvboy