The call to attract a "non-traditional" market in the gaming industry is stronger than ever, and breaking into the "mainstream" is a measure of success for games. Wired takes a look at what upcoming online games are doing to lure a larger demographic of potential gamers into their worlds. The article rightly points out World of Warcraft as proof that MMOs can attract a mainstream audience.

From the simple MUDs of a decade ago to the addictive EverQuest, massively multiplayer online gaming has long held sway over serious gamers. But it was the runaway success of World of Warcraft, released in 2004, that pushed MMOs into the mainstream, attracting not thousands but millions of players to its servers. Now gaming companies are jostling to position their virtual worlds as the next big play space online.

Some are busily copying the Warcraft formula for their own offerings, hoping that their particular spin on the well-established mechanics will amount to a second dose of lightning in a bottle. But a small group of more interesting ventures is aiming to attract a broader audience, hoping to lure players who shun games like Warcraft because of the time commitment and challenging learning curve. If the audience is to increase, their thinking goes, games must be easier to learn, faster-paced and more immediately rewarding.

Wolfwood via wired.com »