Marksman viability should not be a zero sum game
I haven't been more than a casual ADC player since around season 5 when it stopped being my secondary role, but I've played bot lane from season 4 to mid-season 7 and I think I can at least throw some thoughts on the lane/role out there. Keep in mind, entirely opinion based, I won't try to pass my thoughts and suggestions off as facts. This isn't trying to take current balance or past balance into consideration, I'm trying to be more 'big picture' about it.
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Marksman designs and itemization are shit and constantly lead them to being heavily overlapped by each other in function and purpose. Some ADCs are specifically designed to just be the best ADC if they're pickable at all

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Riot's current Marksman design is suffocating to the rest of the game because the 'glass cannon' ideology doesn't hold up in a 5v5 game unless the entire game is catered to it. The game has only shifted away from that since around season 5, with the exception of Ardent meta. It feels terrible for the rest of us to have to worry about 1 person being what our team depends on, but it feels even worse for the person who's used to that suddenly playing a game where they have to fend for themselves because even their support is playing an assassin now

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Too many marksmen are 100% power with 0% agency. There's a balance that should be given more attention than it has. The marksmen who do have agency tend to end up incredibly lacking in utility and become balance issues because of it (Lucian, Kai'sa).
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Marksmen are extremely volatile to patch notes and can swing from god tier to dog shit upon completely indirect changes like which type of supports become meta. We consistently see bot lane being dominated by 3 to 4 marksmen standing well above the rest of the roster because of this, only changing hands when they're forced to.
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Marksmen don't offer enough to their team besides increasingly generic strengths like objective control, ranged DPS, and tower taking/tower siege. There's exceptions to this in the ADCs specifically listed for their utility -- Ashe, Sivir, Varus - but there's overall a bit of a design gap. (This is very opinionated and I can't really fault marksman for this because I think there's much more interesting utilities to implement for MANY champions that Riot has glossed over entirely in favor of skillshots and outplays. But I think it's relevant in the discussion.)
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Almost all (traditional) marksman are incapable of existing outside a duo lane; the ones that are
will get nerfed if it becomes their main role. -
This design flaw also affects other classes; enchanters are effectively shackled design-wise onto their marksmen outside of those ridiculous funnel strats, and bot lane diversity is forced to stagnate to keep ADCs alive.
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Marksman cannot coexist with other classes in their bot-farmer position; you either pick a champion who can all-in from lvl 2 and just murder them repeatedly (read: mages+Mordekaiser), or you do not lane bot. If bot lane starts filling up with champions who can do the former, then marksmen are left homeless.
Because of the above, now that Riot has pushed more champs into doing those things that marksmen are meant to do(read: mages), marksmen are struggling to justify their existence. It doesn't help that mages can dump on them early and scale just as meaningfully, while ALSO providing much more impressive utility (and better base damage, too) so that they can still contribute even when behind. In addition to that mages do not need a whole team built around them and playing for them just for them to function past 20 minutes. Mages are slowly getting more popular in the bottom lane as farmers, and I suspect that without direct influence that popularity will only grow and most marksmen will find themselves phased out of the game.
In my opinion, a lot of problems could be solved - across the board, not just for bot lane - if Riot dedicated a midseason or next preseason to addressing marksmen for real. Some issues that I would tackle:
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Glass cannon should be a risk, not a requirement. I still regard marksmen as being their healthiest when they invested into defensive items like GA and Banshee's Veil with some lifesteal too, instead of the current Stormrazor, then 3 crit items, then pen and boots.
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Marksmen itemization should either include some team assistance (even the 2nd most selfish class - fighters - have Black Cleaver to assist other physical damage allies) or should prioritize personal safety, rather than raw damage and LOTS OF DAMAGE. Having super-powered crits and wiping everyone out in 3 autos each doesn't actually do much for you if Irelia can kill you with a cough or if Brand can wipe you out without even targeting you directly. We actually had an item that tried to accomplish this in Black Market Brawlers, that added a modest bit of self-peel for marksman to gain some distance in a pinch:
http://leagueoflegends.wikia.com/wiki/Mirage_Blade
I think items like this are a good foundation for what I'd like to see. Granted, I'm apparently a minority of people who wants more items with actives in LoL, but I hold them as a strongly underused aspect of the game.
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Marksmen should not be shackled to bot lane; you should be allowed to take them there if you want, but running them in a solo lane should be more feasible than it is. A change like this would likely be best performed with base stats, which Riot is not keen on changing in such an extreme value. I'm aware this simply isn't possible for all of them, but there's plenty of designs that I feel could easily find a home in another lane or the jungle with the right nudge. (Obviously, care needs to be taken for top lane, lest we get another Quinn.)
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Marksmen should offer more to their team besides raw damage. This actually isn't as bad as I made it sound, most marksmen have some non-damage contributions, but I think those utilitarian strengths need to be played up more than they are for some of them. Ex: Kog'Maw could stand to be more about softening up tanks and having his artillery than duoing with a Lulu and auto-winning with W if the game lasts long enough. Jinx's W could be less of a dog shit spell. And so on.
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Nerf mages.
Thanks for reading. Let me know how you feel about it. I'd like to have a real discussion about it as a contrast to the mud-flinging of "Oh le Meddler's gonna buff ADCs ecks dee." Tell me if you think I'm wrong or why I'm wrong.
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replaced with
. Zeal now has 15AD instead of 15% Crit
All of the zeal items have 30% crit, so they would instead have 30AD.
A small increase in attack speed on marksmen items (daggers becoming 15% from 12% and completed items getting +10%ASP) would go further in helping and further cement their role as objectives and sustained damage.
With crit gone and marksmen itemization firmly AD/AS, They would also be more effective against tanks due to the open item slot for the often forgotten last whisper.
ever supposed to outscale
or
? Or
?
to be reworked into basically AD mages. And that it's very unlikely to happen.
as Ashe midlane lmao