When Virtual Worlds Expand

Abstract

The future of a virtual world depends on whether it can grow in subjective size, cultural content, and numbers of human participants. In one form of growth, exemplified by Second Life, the scope of a world increases gradually as new sponsors pay for new territory and inhabitants create content. A very different form of growth is sudden expansion, as when World of Warcraft (WoW) added entire new continents in its Burning Crusade and Lich King expansions (Lummis and Kern 2006, 2008; Corneliussen and Rettberg 2008; Sims et al. 2008). Well-established gamelike worlds have often undergone many expansions. Both the pioneer science fiction game Anarchy Online, which was launched in 2001, and Star Wars Galaxies dating from 2003, have had three, and EVE Online also from 2003 has had nine, although smaller ones. This chapter reports research on WoW’s 2008 Lich King expansion, using both quantitative and qualitative methods, in order to develop theoretical ideas of the implications of expansion for virtual worlds.