Just to clarify: We do actually have damage fall off for certain weapons in the game, but Soldier: 76 doesn't currently use any. We tend to reserve fall off for weapons that are intended to be close range weapons, such as Tracer's Pulse Pistols or Reaper's Hellfire Shotguns.
For example, In a game of upward in TF2, I can spam the doors with soldier but I can only deal 30-40 damage (if they even hit the target). To dish out the real damage I have to get close to the enemy and take risks
As far as spam is concerned, there's a few things to keep in mind comparing Overwatch to TF2. Firstly, we're only 6v6, whereas TF2 can range from 8v8 to 16v16, so they tend to have a lot more stuff flying through the air at any given time.
Secondly, our tank role heroes are generally very good at shutting down spam like this. If your team is being locked down by a bunch of Pharahs firing rockets into a choke, a single friendly Reinhardt pushing out ...
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