Robin Dews,
General Manager, Warhammer Online Ltd.
Warhammer Online
As head of the team that has been working on Warhammer Online, I've thought long and hard about the factors most likely to make the game sticky, and how we can encourage them in the design. It's worth noting that I specifically used the word 'encourage'... If anyone reading this thinks there's a magic formula one can apply to an MMORPG in order to make it successful, I would advise them not to give up their day job! Developing these games involves pain, passion and belief, blended with a huge dollop of technical skill and flavoured with many hard commercial realities - it's not a job for the faint-hearted!