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"Jeffrey Kaplan: I think World of Warcraft has captured much of our original vision for the game. Like all Blizzard games, we wanted something that was easy to learn, yet hard to master. The demographics of our player base are proof that we succeeded in accomplishing this goal. We have some very dedicated, skilled, hardcore MMO veterans logging in nightly. Yet at the same time, there are thousands of players who have never played an MMO who are playing right there alongside of the vets."

"In this data set, we'll fill in that framework with some quantitative data to get a better sense of what changes from stage to stage. The player life-cycle proposed has 5 stages:" Stages are: starting, ramping up, mastery, burn out, and casual/recovery.

"Blizzard EVP of product development Frank Pearce has told VG247 that World of Warcraft will return to growth this year, moving beyond the 11.5 million subs it's been stuck at since 2008. Speaking with Adam Hartley in an interview in London yesterday, Pearce told us that the launch of Cataclysm later this year, as well as the release of Wrath of the Lich King in China, will bring increased numbers to the MMO. When asked if it had hit its peak as far as the number of players went, Pearce said: "No, I don't think that at all."

The study offers 3 key insights into the evolution of gaming (explained in more detail below): Games go beyond the screen Life becomes play Social matures into societal The study included a Web survey amongst 290 smartphone owners between the ages of 15-54 who self-identified as at least "casual gamers," with nearly half labeling themselves "game enthusiasts."* The survey assessed technology usage and future orientation, attitudes and behaviors around gaming, and possible interest areas for new game experiences.

"The findings come from a Web survey amongst 290 smartphone owners between the ages of 15-54 who self-identified as at least "casual gamers," with nearly half labeling themselves "game enthusiasts.""