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The following is a quite excellent session from the Worlds in Motion GDC track given by Erik Bethke, CEO of GoPets. The takeaway message is about what virtual worlds can learn from MMOs in terms of providing intelligent goal structures.

Erik: How do we apply MMO goal structures to virtual worlds (and to almost everything)? Virtual worlders tend to hate games like WoW because they're not "erudite" enough but look at this screenshot (shows slide of a UI from a raid) and look at how complicated the user interface is. With 10 million people playing, is it hardcore or is it casual? I get really frustrated with arguments about UI: the raid screenshot proves that even this level of complexity can break through to a larger audience.

Shows slide of quest-giver goblin in WoW: "virtual worlds are missing the little guys with exclamation points above their heads." Looking at other examples of goal structures: look at how successful Puzzle Quest got by combining Bejeweled with RPG elements. Look at Chore Wars -- suddenly I get excited about walking the dog (laughter). Even something like the LinkedIn registration process -- I logged in one day and saw that my "progress bar" was only at 40% and how can I live with that?! I had to level up in LinkedIn. I found out I needed to get testimonials from my contacts to get higher -- it was a group quest! I got pissed that I couldn't solo LinkedIn (lots of laughter).

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