IGNPC: When AC1 was released, there weren't many MMOG's out, and it seemed developers could be more "creative." Now, with the sudden crowding of the MMOG scene, do you believe that games have to take the "tried and true" approach, or is there any chance that developers will still try to "branch out," so to speak?

Jessica Mulligan: There are, indeed, quite a few MMOGs coming down the road, as well as more 'live' ones than the industry has ever seen at any one time, including a bunch of copy-cats and clones. As far as 'tried and true' versus 'branching out,' it really comes down to three things, right? Craftsmanship, artistry and an open ear. Craftsmanship is just plain building the game well, making sure all the moving parts fit together and work together with minimal friction. Artistry is in trying to reach for the next level, to create something that is beautiful in its own way and an expression that no one has quite made before. The open ear is a willingness to listen to the players and change based on what they tell you.

No single MMOG in the past decade has managed to put all three of those elements together, and that includes ours. Most haven't even been able to get one of the three down correctly. What we're seeing in today's MMOG industry is what happens in any relatively young industry: a couple early successes, many people rushing in to try to copy that success and failing, a cooling off period where people are afraid to invest much effort in the industry, then a steady, slow climb up to better products by experienced people.

That also means a lot of companies will come and go. Don't forget that at one time in the US, there were over 400 companies making automobiles; now there are three.