Jake Song - a superstar yet down to earth and open Korean programmer - shared his long experience of building online worlds, first in 2D (Lineage, Ultima Online) then in 3D (Lineage 2, World of Warcraft). His talk resembled a how-to build the perfect virtual world, and my favorite slide was the one that said "try to build a weird enough world so users feel like they are somewhere else, but simple enough that people can still use common sense".

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