LH, I suspect the WoW phishers are aiming for what everyone else wants - bank and card details, passwords, date of birth, all that kind of stuff.
I did once have an email from WoW (really) to thank me for purchasing "gold" on my credit card - turned out someone had taken advantage of our (then) insufficiently protected WiFi network and managed to find out all the relevant information. Almost certainly a kid, though, as the info was used to buy a relatively small amount of "gold" rather than anything more valuable. I was able to make the strong case that this was fraudulent and had the money refunded as it was clear that I didn't actually have a WoW account and the account linked to the "gold" was operating from a different computer.
But clearly sites like WoW will request that kind of information from their legitimate participants and I suspect that's where these phishing emails would take the unwary punter.
Supposing, of course, that a fair proportion of these emails land in the inboxes of WoW participants (just as the bank phishers will at some point hit at people who have accounts with that particular bank).