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The aim of this paper is to examine how a massively multiplayer online game (MMOG), World of Warcraft, serves as complex and, most importantly, scalable learning environment.

The paper looks at the unique properties of World of Warcraft as a complex and scalable learning environment.

The paper finds that by looking at World of Warcraft it can be understood how large‐scale networks of high value can be utilized and leveraged by smaller communities to succeed at team building, organization and talent development within complex and often rapidly changing environments.

By examining World of Warcraft the paper demonstrates a complex social network that is constantly evolving itself, constantly reforming itself, and constantly pruning old useless or outdated information which can be applied to an enormous number of tiny networked communities of interest and practice.

Role is an under-studied topic in research on virtual game worlds, despite its centrality in the ubiquitous term “massively multiplayer online role-playing game (MMORPG).” In this article, we report on a study of the role concept and its relevance to virtual worlds, with emphasis on the MMORPG World of Warcraft (WoW). In particular, we focus on the concept of structural role, a term introduced to delineate a certain kind of social actor that carries greater-than-average responsibility for facilitating the diffusion of culture across interlocking groups. Beginning with a brief discussion of structural roles, this paper draws on ethnographic research in a raiding guild and interviews with hardcore WoW players to investigate the roles of guild and raid leaders in building and maintaining collaborative group play. Our study explores not only the expectations and obligations for players in key structural positions, but also specific processes through which they are embodied in everyday life online. Data show that an interest or willingness to learn the intricacies of gameplay, to take responsibility for players’ emotional well-being, and to manage a shared definition of the situation are all basic components of the guild and raid leaders’ roles, and guild or raid success is often reducible to the extent to which leaders master these components.

One can read the history of MMOGs as a history of the development of the body (avatar) in the internet. To make the classical terms of sociology of the body fit the field of MMOGs, this chapter builds on the social world perspective to leave the dichotomy between real (offline) and virtual (online) behind. MMOGs are seen as one of numerous social worlds (rooted in the here and now) and not as distant planets. In the Here and Now the body is an everyday matter of course. According to Goffman’s interaction order Face-to-Face interaction is the prototype of interaction and the influence of technical artifacts (pen and paper, telephone, etc.) negates its constituting elements – immediacy and reciprocity. Immediacy and reciprocity are interrelated with the body. Although MMOGs are technical artifacts, MMOGs re-establish elements constituting the body. The avatar becomes a key artifact and an inescapable necessity in experiencing the world of MMOGs. Therefore compared to other online-places, MMOGs expand the accessibility that is typical for the internet with the possibility of “physical” presence. But this physical presence is rather a semiotic body (or body-social), than a body in physical terms. The avatar therefore seems to be an intersubjective accomplishment pointing to group affiliations. Applying to the body, it is therefore not just skin and bones it is also socially constructed. The avatar is expressed or embodied society.

Drawing from recent work on online social networking and communities of consumption, the purpose of this paper is to explore, identify, and postulate key factors facilitating the growth and success of marketing in virtual worlds.

An empirical study was conducted employing netnographic evidence from three different virtual worlds and related user‐generated blog discussions.

The findings suggest mechanisms which enable virtual worlds to gain and maintain the interest of their users and therefore underlie successful marketer practices.

This is an exploratory study based on qualitative and ethnographic online research methods, and therefore the results are of a descriptive nature. The study was conducted to initiate the academic discourse about marketing in virtual worlds. As such, the paper believes that it can act as a reasonable starting‐point for future discussion.

The study suggests that traditional advertising has not proven to be a very effective way to exploit the special characteristics of virtual worlds. There is substantial potential in virtual worlds for new and innovative marketing methods that are highly engaging and take advantage of users' active role in virtual worlds. From the marketing point of view, virtual worlds can be especially used for connecting with customers, contributing to customer learning, and getting customer input.

The paper illustrates that virtual worlds have come to offer marketers new opportunities for engaging their customers into interactive and co‐productive marketplace exchanges. They uncover untapped potential, resources and creative means for building customer relationships.

This paper aims to investigate the phenomenon of active escapism – a unique form of experiential consumption that engages fantasy and role-play as a means of coping. In contrast with passive forms of escapism, whereby consumers act as observers (e.g. watching a movie), active escapism provides consumers with the opportunity to directly interact with mediated realities, whether constructed in a virtual space (e.g. a video game) or the real world.

Within the context of video game consumption, a conceptual framework for active escapism comprised antecedents, processes and consequences is established through literature review, depth interviews and naturalistic inquiry.

The findings suggest that active escapism functions as a coping mechanism when consumers are confronted with external stressors that threaten either their sense of identity or control. While other forms of emotion-focused coping relieve stress through psychological avoidance (i.e. refocusing of attention away from stressors), active escapism provides the benefits of affirmation and empowerment through projective fantasy (i.e. role-play) and presence (i.e. immersion into a mediated reality).

The conceptual framework established by this analysis gives insight into the structure of active escapism as a theoretical construct, providing a foundation for future research. Managerial implications for consumer escapism (e.g. branded in-game content) are discussed.

The purpose of this paper is to show how both the presentation and limitation of visual choices in massively multiplayer online role‐playing games (MMORPG) avatar creation interfaces tends to exclude or favor different real life social groups.

A novel method combining both quantitative and critical analysis of the syntagmatic‐paradigmatic structure of MMORPG avatar creation interfaces is used to inform the findings of this study.

This study concludes that as cultural interfaces, current fantasy themed MMORPGs remediate socially exclusive values both from fantasy literature and from their own game lore. The socially exclusive values deal largely with extreme and immutable racial and sexual dimorphism.

Interfaces which present users with color palettes and/or smooth slider‐based body modifiers do not lend themselves well to this method of analysis. In addition to this, only a handful of the popular MMORPGs are analyzed within the body of this work.

This paper demonstrates that MMORPG players and designers need to be more aware about how they are constructing and embedding social values in their worlds. Avatars are critical conduits for online social dynamics and embedding socially exclusive values may transfer negative ideologies from old media to new.

This paper offers one of the earliest critiques of embedded values in avatar creation interfaces of MMORPGs. The paper aims to begin discussion on an overlooked area of now popular media that has not received any critical attention regarding its embedded messages of social inclusiveness or exclusiveness.

January 2016 saw the final release of Numinous Games’ crowdfunded linear adventure game That Dragon, Cancer. An impactful independent title which subverts many of gaming’s traditional and valued norms. In less than two hours of abstracted adventure, players are transported through a series of vignettes documenting one family’s struggle with cancer, and the battle faced by their terminally ill child, Joel. Digital memorialisation has been documented by scholars since the late 1990s. This has come in the form of sites specifically created for memorialisation, social networking sites repurposed by their users for memorialisation (MySpace and more recently Facebook), and online virtual worlds (Second Life and World of Warcraft). However, within That Dragon, Cancer the productive nature of grief has created and envisioned a gaming experience purpose-built for memorialisation. This chapter begins by documenting memorialisation within virtual environments. From here, the author turns to consider the way in which That Dragon, Cancer provides a purpose-built space for grief, memorialisation and understanding, focussing on key stylistic and mechanic-based decisions undertaken in the games design. Finally, the author considers the way in which That Dragon, Cancer, through the use of crowdfunding in late 2014, transformed from a project memorialising one child to the memorialisation of many across the globe.

The purpose of this paper is to outline a case where people's intuitions regarding the ethical status of an action performed in a massively multiplayer online role‐playing game are divided, and provide an argument to resolve this division.

This paper takes a philosophical approach, from the analytical tradition. It details the main arguments for each side and provides counter‐arguments in order to indicate the salient points.

The paper argues that, of the three arguments for the morality of particular virtual action outlined in this paper, none are satisfactory. An argument for the immorality of the action in questions based upon the fairness/sportsmanship distinction is offered.

The development of case‐based ethical studies, which draw upon current and controversial events within popular virtual environments, are useful in the construction of a deeper understanding of moral action within such spaces.

The purpose of this paper is to provide an overview of the fast‐growing virtual world, focusing on the appeal of these environments for the “digital native” generation and the growth of Second Life.

The paper examines the latest research on virtual worlds and Second Life, examining the corporate presence “in‐world,” as well as the economic, technical, legal, ethical, and security issues involved for companies doing business in the virtual world.

The paper shows that Second Life and virtual worlds hold great opportunities, along with significant downsides, for companies.

The research is limited by the very fact that this is a fast‐developing, fast‐changing area, constantly generating both new opportunities and new issues/challenges.

With projections that 80 percent of all internet users will be involved in virtual worlds by 2011, it is important that executives and academicians be knowledgeable about these 3D internet environments.

The paper traces the development of virtual worlds in the larger context of the growth of online gaming as a form of entertainment and interaction. It takes an objective look at the benefits and pitfalls for organizations looking to engage in Second Life and other virtual worlds.