Star Wars: Battlefront is not a persistent MMO, but this live action trailer for the new multiplayer FPS totally nails the appeal of avatars and virtual worlds better than anything I've seen in any marketing campaign for an actual virtual world or even an MMO. Battlefront is already massively popular, which suggests something else:
Somewhat ironically (as Raph Koster might likely agree), most people don't actually want to pretend to be citizens of a Star Wars galaxy, but would much rather jump right into the best battles scenes from the actual movies, face blasting and light sabering right from the start (and that's pretty much it).
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