As far as I'm concerned about US character designs it's not really new compared to the European designs.
First of all, American understanding of a strong powerful man is a big burly walking mountain of a man. WAR and Orcs are perfect examples in American games, those guys are BIG, it's a simple emphasis on the fact that those guys are STRONG, look at WAR. The guys literally wields a two handed sword with one hand, like it's a longsword for him. Taurens in WOW didn't even initially have an option to wield a one handed weapon, which is why they were limited to shamans with axes, warriors and druids. Only later on they were "given" the option to wield a dagger cuz shamans in later parts of the game didn't get int axes but daggers or maces. Took them a year to realize the folly of their engineering.
Geralt on the other hand is a perfect example of a normal strong guy of Middle earth European, you can definitely see he is strong, has muscles and all that shit, but no matter what armour you give him he doesn't look like HULK. He's a slightly abnormal guy that wields a swrod, or two, has a crossbow and casts a few spells, oh right he fights MONSTERS.
Now lets make it boring and change their jobs.
Put WAR into an office box, fits in ? feels like giving Hulk Hogan a minicar ? yeah, I thought so, Beefy guys made by American studios usually entail being HULKS in forms that are killable in some way, but they are meant to represent only ONE attribute of power. STRENGTH.
Put Geralt in an office box and he wouldn't look much more different than the other guy that goes to the gym often enough to simply impress the ladies, doesn't look like Hulk Hogan in a minicar, and definitely would fit in one. That's mainly because designs made in EU, while not always simple, cuz we could probably name a few games made by EU studios would show teh same HULKish guys as most of US studios do, but most of them show simple people that become heroes.
Now if we look at Asian games, we have a bit of everything, starting from stats.
Depending on what type of the character we are talking about, in most games we'll find their builds to represent their main stat.
Physically strong people will be usually big, not as beefy as in US games, but big enough to show they have muscle.
Smart characters are usually short and frail, sometimes just normally looking, and swift and speedy characters are usually slim.
In most cases girls have fairly showy boobies, in US games especially slutty, in EU games just pretty with proportions if they ARE important in some way and in Asian games, usually depending on fanservice but they always have a loli in their sleeve.
My most recent experiences with asian games: Tales of Zestiria and FF14, Fairly small or big boobz, hardly ever between, guys are usually in all directions.
In FF14 I can emphasize about women in games since the main leaders of all factions are in fact women.
Immortal Flames have a really nice looking loli, Ex pirates of Maelstrom have a big booby mature woman with a gun and gentle Gridanian Twin Serpents have a soft C-cup white mage woman around 30 years old I could only assume.
What connects all regions of gaming world is that girls will be pretty and usually oversexualized, guys will be ugly or ridiculously handsome, and OP characters will be OP.
Dragons will be Dragons, and Greenskins will burn. And trolls will be trolls (Although in some games you wouldn't believe they are trolls in the first place). Elves will have pointy ears and dwarfs will have beards, all of them.
The only thing that makes US look silly in game development is the fact that in most fantasy games, Males usually are meant to be physically strong and represented by hulkish brutelooking walking blocks of muscle.
Darksiders 2 has DEATH shown as a fairly slim character because he is an assassin, a swift, nimble character that uses small weapons as main weapon, can wield two handed weapons in BOTH hands unlike WAR who swings his giant sword like it's a toy.
And sadly it works for the most part of it, their imagination of a perfect male and a perfect female in games shows what they think they lack, sexy women and living hulks. That's how US imagines a perfect mankind, and there's actually nothing wrong about it.
Perfect example ?
Mass Effect Shepard.
Male is fairly big, the proportions change from class to class but they are very small changes, the male is fairly big, a perfect example of a standard male that US envisions.
Female is slim, sexy, without oversized tits but still quite noticeable and guess what ? She's a Red Head by default !
Look at Black Widow in Avengers, compared to the Thor, Iron-man, Hawkeye, and especially to Hulk, she's small, well developed in teh right places, she's nimble, very feminine, red headed, smart and loyal like a dog. An example of what US think a Woman should be, despite their attempts to equalize the sexes in day-to-day life, sexism will never leave USA.
The conclusion is such that in MOST games, the way a character is shown represents what the character is supposed to be like.
I'm gonna bring up Fable-The Lost chapters.
Main hero there is flexibly changing his posture. He can be fat, slim, burly or ... bony.
Physical appearance changes according to what training we give our character, if we train him in assassination instead of warrior skills, he'll be slim and nimble, sniping enemies from afar or using assassin rush to strike with a katana from behind dealing much more damage with one longsword in quick succession that we would with a big 2-hander in the same amount of time. Of course we could teach our character some Physique skills and HE WOULD GROW BIGGER, and wield a 2-hander in one hand as well.
It all really depends on how well thought the game is in character design, despite it being an asian or western game, if it's badly designed from teh start it will often leave a bad taste when it comes to character design. But more often than we care, that's the point of it.
Sometimes they just don't give a fuck about the way the character looks, but about the game itself. And sadly that works.
Don't like it, don't play it as they say.
Though personally I would prefer if all games started appreciating players creativity and allow users to define how the character looks like. If people want to make a beefy guy OR a beefy girl, let them. If they want a tiny guy with a giant 2 handed sword, let them.
In retrospect, it would make the game more fun if we could have a direct control over the look of our heroes, we could get attached to them, and it could lead to the re-playability of the game. But that's sadly overlooked.
As for the topic at hand, I'm glad Blizzard is TRYING to break out of their cursed cycle of practically just 3 titles over the past 2 decades.
And I wish them luck with that, Overwatch looks interesting, but it's not a game for me. I don't like Team Fortress types of games. Especially since it looks like this game will not have a single player at all. So I'll simply stay away from it, especially since you gotta buy it to play it, so I'll pass on a pay-to-play 8 player only game. Micro transactions work better for games like that, people spend a lot of money on TF2 goodies but games like that should be free to play, and games like HotS (DOTA) as well, they make more money off Microtransactions than with pay-to-play model.
So those interested, Have fun, honestly. GL-HF-GG.