"When viewed in this context, MMOGs simply represent the latest in a string of frontiers to be colonized by transmedia integration. Yet MMOGs are also forms of play, which puts them in a different category from television or comic books. Like licensed toys and previous forms of licensed videogames, MMOGs represent something of a hybrid, bridging the gap between narrative and play. And because play is such an important part of childhood, the expansion of media brands into its content warrants special attention."
Sara Grimes scouts the coming wave of child-centric marketing.
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