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Total Engagement: How Games and Virtual Worlds Are Changing the Way People Work and Businesses Compete by J. Leighton Read, Byron Reeves

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Chapter Two

The Game Tsunami

Who Plays, How Much, and Why

MEET NICK

Nick is a twenty-eight-year-old computer professional who plays the online game Star Wars Galaxies (SWG). Based on the Lucas films of the same name, the game allows players to create Star Wars characters (Nick is a Wookie) that have special talents, appearances, and social styles. Nick plays about twenty-five hours a week, time more easily given now that enthusiasm for his real computer work is waning.

If you want to advance in SWG, it’s critical that your character have a job and be able to contribute to the larger community by making products or offering services that other players purchase. Nick’s character is a pharmaceutical manufacturer, and he’s a good one. His success ...

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