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Living in ‘Multiple Spaces’: MMORPGS and their Business Implications

Lookup NU author(s): Professor Feng Li, Professor Savvas PapagiannidisORCiD, Professor Michael Bourlakis


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This paper explores the emergence of various virtual worlds associated with the so-called Massively Multi-player Online Role Play Games (MMORPGs) and their profound business implications. Today, MMORPGs have evolved far beyond mere online computer games, and they are increasingly becoming the next generation user interface with various virtual worlds and the 3D internet, and played by people of all ages and sexes from all walks of lives in both developed and developing countries. Some MMORPGs, such as the World of Warcraft, are not only generating billion dollar (US) plus revenues through subscription fees, but they are also creating numerous business opportunities for the players themselves, and for existing and new businesses to promote and sell their products and services. From a business perspective, MMORPGs perhaps should be seen as extensions of the physical and electronic business environments, and in some cases, the creation of entirely new business environments. Increasingly, individuals and organisations have to live in multiple (Physical, Electronic and Virtual) spaces, which are creating numerous new business – as well as social and technical - opportunities and challenges. Although as business environments, MMORPGs are still in their infancy, we have probably just reached the beginning of an exponential growth. New research is clearly needed to make sense of what is happening and what can be done to ensure the benefits are captured and distributed fairly to individuals and to society as a whole.

Publication metadata

Author(s): Li F, Papagiannidis S, Bourlakis M

Publication type: Conference Proceedings (inc. Abstract)

Publication status: Unknown

Conference Name: Academy of Management Conference

Year of Conference: 2008