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It goes without saying that 2022 has been a landmark, if not historical turning point for WWE.
The highlight was of course Triple H replacing Vince McMahon as the head of creative. But a much bigger point is the company's sudden willingness to modernize by seemingly going all-in on long-term storytelling.
Does this happen without the change to the creative lead? Maybe, but few pro wrestling onlookers would have been brave enough to predict this would unfold quite like this.
Not too long ago it was AEW as the industry standard for trusting fans with long-term stories. It was, without a doubt, one of the big reasons for the company's fast rise and predictable ability to compete directly with WWE at all.
Yet the script has flipped in dramatic fashion. The most prominent example is Roman Reigns and the Bloodline. It has had its hiccups (endless Brock Lesnar matches) and was at risk of going stale if not for one special talent by the name of Sami Zayn. But by and large, the risk of putting both men's top titles on Reigns has paid off and will continue to do so, provided the company doesn't revert to its old ways by ignoring fans (Zayn or Jey Uso) and going back to part-timers suddenly (you know who).
While the Reigns saga is the biggest example, that might have unfolded anyway. Other good examples include everything around the orbit of Judgement Day. Austin Theory's budding character development from a cocky heel who risks it all to something much bigger could end up being a splendid saga that solidifies a new main-event star for a decade-plus.
And don't forget Bray Wyatt and the White Rabbit gimmick. In old WWE, Wyatt saw his Fiend persona thrown into championship matches that made no storyline or character sense because he got the biggest reactions. The whole thing flopped, to say the very least.
New Wyatt got a long, long buildup to one of the best returns in modern pro wrestling history. Now he's had two-plus months of character-developing promos without a match in sight. It might bore some, but even the detractors who want to see more will be as invested as it gets once the feuds and matches start to flow.
There are other minor ones worth mentioning too. Becky Lynch's character and her feuds can and should resume in interesting ways. Ronda Rousey continues to see some interesting long-term character shifts. Old allegiances like Zayn-Kevin Owens and even ties as far back as NXT keep getting the spotlight.
For just a moment, contrast this with AEW and its current growing pains. The promotion gave fans the epic, nearly unheard of two-year saga of Adam "Hangman" Page and all that came with it, to name the best long-term example.
But right now? AEW's trying some things with MJF's "Bidding War of '24" and the Jade Cargill streak, among others. But the MJF saga has been a good example of the chaotic storytelling that has derailed the experience. From speculation about his future and the ruining of the feud with Wardlow, another absence, returning to win a title, and then abruptly turning on William Regal without explanation, it's hard to blame fans with whiplash and questions unanswered.
That's symbolic of AEW as a whole right now. The OGs of the company, for the most part, hardly get enough time. The Ring of Honor inclusion in weekly broadcasts and the hard-to-keep-up-with number of titles has made weekly broadcasts tough to follow while giving stars little time to tell coherent stories.
Some of this has been out of AEW's control (CM Punk, injuries, etc.). But the entire package is a far cry from what made it stand out early and is rather concerning when compared to what WWE continues to do right now.
As the calendar approaches 2023, it's odd to think WWE isn't the wrestling promotion fixated with quick pops via debuts or surprises and heat instead of the long-term.
None of this is to suggest AEW can't get back on track and WWE doesn't have mistakes of its own. But it is WWE suddenly investing in long-term storytelling as if finally realizing even the most casual of fans can handle it and appreciate the payoffs.
WWE will be much better in the long run for it, too and it couldn't have come at a better time. And that has nothing to do with AEW—WWE has long been in an emergency zone of needing to craft new top stars for when Reigns reduces his workload. This sort of booking and attention and care for detail means they don't need the next John Cena ever again, they simply need a slew of top stars with a backlog of history to headline and keep fans happy.
Based on what WWE has shown off in the last six-plus months, it almost feels like the company is just getting started. The groundwork laid to show fans this is a new era suggests a boom for the company and fans alike well beyond the next six months.
While it is only the start of December, it sure feels like we already know the obvious winner of the men's Royal Rumble on January 28.
Obvious doesn't have to be a bad thing, though—especially when obvious' name is Sami Zayn.
Zayn has been the best thing running in WWE, if not pro wrestling outright, since his involvement with Roman Reigns and The Bloodline began.
So much so that Zayn has quickly entered the conversation as a guy who could and possibly should dethrone Reigns, the unified champ. It's no small feat for a wrestler to elbow his way into a conversation that previously only included The Rock and Cody Rhodes, if not Seth Rollins.
Yet Zayn has done it, slowly winning over fans with the underdog dynamic as he tries to earn the approval and acceptance of The Usos and Reigns. This all played out beautifully at Survivor Series, where it was Zayn ultimately choosing the future with The Bloodline over his past. That, despite fans getting behind-the-scenes looks at the distrust and plotting his new family does behind his back.
Survivor Series was more of a launching point to something bigger than the end of an arc. Fans understand a betrayal is coming, but the actual dynamic of it is impossible to predict.
Does it happen soon? Is it Jey Uso? Does Reigns give the command? It's obviously going to be a hurtful sequence for all fans because everyone on the planet can see it coming...except for Zayn himself.
Natural storytelling and timing suggest this happens after the Royal Rumble. There aren't major shows between now and then, and it's best to have it happen with the most eyeballs possible.
Maybe the most effective fantasy booking is for Zayn to win the Rumble and challenge Reigns at Elimination Chamber. In the ring, Reigns commands him to lay down for the pin. Zayn kicks out. Chaos, match at WrestleMania. Everyone profits. Or...they just wait until 'Mania. But anything works. This is pro wrestling. Rules change, things go out the window and stuff gets altered on the fly.
One thing WWE can't ignore, though, is just how red-hot this Zayn angle is and what an all-timer of a tale it can write. That includes a Royal Rumble men's match that would have fans more invested than usual. Imagine how unpredictable a Zayn-Logan Paul-Seth Rollins-Brock Lesnar-Jey Uso final four or five would be (pending health, etc.).
Granted, we'd be remiss not to mention that the men's match is ripe for other interesting storytelling opportunities. We could always see the winner end up challenging for a mid-card title, much in the same way Austin Theory used the Money in the Bank briefcase. That would help WWE keep Reigns' unified run safe for other angles.
More interesting would be the winner only challenging for one of Reigns' titles. It might sound silly, but this is pro wrestling and sillier things have happened. Maybe it's Cody Rhodes only wanting to reclaim his father's strap. Whatever would work and permits WWE to a "get out of a jail free" card with the titles getting split and both brands having a top title again.
Still, these options pale in comparison to the obvious Zayn angle. One could argue Zayn actually becoming a unified champion at 'Mania would be a bit much. But again, there are options. Maybe Zayn only wins one. Maybe he loses or makes new Bloodline allies that prop up a title run. Should he win, it'd be hard to complain about Kevin Owens getting involved or him putting over an up-and-comer.
That's getting a tad ahead of things, but one can see how this organically developing story has plenty of fun threads to tug on even after 'Mania.
It's not just about that, either. It's about rewarding Zayn for his work. It's about taking the path that feels right in this WWE that now values long-term storytelling. Throwing Rhodes into the mix and tossing Zayn to the side would feel inauthentic. The Rock has more storyline claim to the spot than Rhodes, but fans would be right to bemoan his shoving aside Zayn for a one-off, no matter how big it is.
This is all far, far from what fans would have ever dared to predict half a year ago. But that's the beauty of pro wrestling. There's arguably nothing more important in the sport's storytelling than timing. And right now is Zayn's time, to the point anything else would feel like a step in the wrong direction.
