8/10/2020
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`http://pc.gamespy.com/pc/magic-the-gathering-online-20/620165p1.html
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`PC: Magic: The Gathering Online 3.0 and the Theory of Virtual Objects.
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`46 captures
`2004 2005 2007
`2 Jun 2005 - 10 Jun 2016
`▾ About this capture
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`Magic: The Gathering Online 3.0 and the Theory of
`Virtual Objects. (PC)
`The success of Magic: The Gathering Online may indicate the future of
`MMOs.
`By Allen 'Delsyn' Rausch | May 27, 2005
`
`At first glance, Wizards of the Coast often seems like an odd company to
`have such a large booth presence at E3. Oh sure, it's the holder of the
`Dungeons & Dragons property which is currently licensed out in videogame
`form to Atari and Turbine. Dungeons & Dragons videogames and their
`other licensed properties are more than adequately represented by their
`license holders, though. Every other product done by the company belongs
`squarely in the paper-and-pencil RPG world -- except one. That product is
`Magic: The Gathering Online. Launched several years ago, it's quietly
`become an enormous success for the company, and as the game prepares
`to enter its third version, the lessons learned by the company may have a
`profound impact on the future of gaming.
`
`"We always laugh when we see MMO developers or companies arguing over
`the nitty-gritty of virtual objects." Justin Ziran, Brand Manager for Magic:
`The Gathering said to me during my demonstration of Magic: The
`Gathering Online 3.0. "We worked a lot of that out with our customer base
`years ago." Ziran's not kidding. One of the biggest bones of contention
`right now in the MMO scene is the secondary aftermarket for virtual items.
`
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`Supercell
`Exhibit 1020
`Page 1
`
`

`

`8/10/2020
`PC: Magic: The Gathering Online 3.0 and the Theory of Virtual Objects.
`Go MAY JUN AUG
`Editorial Feedback
`http://pc.gamespy.com/pc/magic-the-gathering-online-20/620165p1.html
`02
`Companies like IGE and less reputable Asian firms are making a killing
`Product Support
`selling in-game items and whole accounts to players with more money than
`46 captures
`2004 2005 2007
`FilePlanet
`time who want high-level characters and items right now. As MMOs
`2 Jun 2005 - 10 Jun 2016
`Daily Download
`struggle to find better business models than monthly subscription fees,
`virtual property seems like a lucrative market just waiting to be developed
`-- so much so that Sony just got into the act by officially legitimizing the
`trading of accounts. Even the Xbox 360 touts as one of its selling point the
`capability of performing "micro-transactions."
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`Magic: The Gathering Online, on the other hand, has built its entire
`business model around the concept of virtual property. From its inception,
`the game has been free to download and use. Players also get some basic
`cards to start with, and can add a few more if they purchase the (real-
`world) "Core Set". These cards, however, only exist on the Magic: The
`Gathering Online servers. Other than the fact that they're digital, though,
`they are for all intents and purposes, real, Players seeking to enter ranked
`tournaments or special events or participate in anything other than the free
`practice area must purchase cards the same way they would from a real
`world dealer.
`
`"The idea of placing value on virtual property can be a tough hurdle for
`anyone to get over at first" Ziran said, "So we as a company make it as
`easy as possible to start thinking of these objects as 'real.'" One of the
`ways they do that is by offering players the option to trade in virtual cards
`for identical real world ones at any time. Doing so, however, eliminates the
`virtual ones in the game's database, meaning that the player won't have
`access to them for online play. "I know it's not practical for MMO companies
`to offer to create a real sword for a player if they'd like to take it out of a
`game, but there's no reason not to offer to make a special one as part of a
`promotion or something." Ziran said.
`
`Next: Page 2 »
`Page: 1 2
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`2/2
`
`Supercell
`Exhibit 1020
`Page 2
`
`WoW
`