【正文】 omain of ‘playgrounds for kids’. The money involved is real money and these people make a living out in the cyberspace. In this article we discuss the evolution of MMOGs by analysing the value of virtual assets in these nonphysical realms. Since the central role of game characters as virtual asset ‘warehouses’ is the key,we align our approach to charac teroriented study. We tackle the question of what is the value of ones virtual identity in the online game munity. Furthermore, we delineate the motivation ponents of play, in relation to the perceived worth of different aspects of character value. We approach the topic from the field of game studies, but we focus on the implications that would contribute to the field of business. Before venturing into the intricacies of virtual assets, it is necessary to offer a rationale behind the evolution and success of MMOGs. We will start by defining the concept of MMOGs by outlining the most distinctive characteristics of these virtual worlds. DISCUSSION The aforementioned cases provide some practical implications to the field of business the roadmap from existing MMOG to a future business platform is not always clear, there are several key areas that could be harnessed. In essence, all the motivational ponents of play, form potential areas for mercial applications. This, however, should not result the players being charged more rigorously. Instead, the existing subscriptionbased business model, could be replaced with transactionoriented mechanisms that offer ways for usercreated content – and business. Second Life is a living example of valueadding procedures and virtual asset transaction. The initial argument states that the more persistent the virtual world is, the greater the need for a formal economy (Bartle 20xx, 299). This, however, is not the only approach in contemporary spinoff businesses (., auctions, gold farming, powerlevelling, etc.) all add to the original economy model of the MMOGs. In addition, the concept of MMOG aggregators that integrate several different virtual worlds would make it possible to achieve true interconnectivity between the virtual is not bound within the frames of formal puter systems. The crossover to the real world has e to stay. In their own field, MMOGs are rapidly advancing our shift towards game society. Basic ICT and Inter skills will not be enough since people need to master games and playing. Furthermore, people may need to master the business models and structures of virtual economies with all the ripple effects to and from our real economies. The secondary markets with trading of virtual assets outside the MMOGs, and the novel but difficult to harness value chains provide interesting challenges for both researchers and practitioners. Still, perhaps the strongest implication of the evolution of MMOGs might be the level of persistency these worlds possess. They currently do have a limited, yet substantial in duration, life span of 515 years. What will be the oute if we truly have MMOG aggregators and systems that can keep your virtual property current year after year? When will the virtual bee nonvirtual? What is the threshold that needs to be crossed in order for us to start thinking these artefacts as real as the physical ones? Mobile phone lifecycle may be 12 years, average consumer products tend to ‘last’ less time than they did 10 years ago. The virtual home, built in AlphaWorld (nowadays ActiveWorlds), that is 20 years old cannot, by any means, be defined as quickly vanishing fad. Actually, it may have lasted longer than many real world houses. Finally, the question of what is the value of ones virtual identity in the online game munity remains a multifaceted problem. Since the perception of value differs greatly from one player to another, there is no concrete solution to the problem. However, through the motivational framework, and by illustrating the role of the game character as main tool to operate in MMOGs, we are able to point out the specific value structures that emerge. If the future business models are able to harness these basic value ponents, there may be room for development in MMOGs. With diversified added value mechanisms and clear option to select ones personal format of investment, the online games could truly bee the cyberspaces and metaverses of tomorrow. 網(wǎng)絡游戲的虛擬經(jīng)濟解讀 摘要： 大型多人在線游戲產(chǎn)業(yè)作為虛擬領域的一部分，看起來似乎已經(jīng)逃脫了虛擬世界的邊界。BusinessWeek online 20xx), running a ‘gold farmer’ pany whose only aim is to collect and sell virtual resources (BBC News 20xx。因此，本研究發(fā)現(xiàn)網(wǎng)絡游戲者大多因為游戲?qū)ι町a(chǎn)生負面影響，不管是成年人還是未成年人。當然，此次研究的數(shù)據(jù)不能支持或推翻此類假設，還有待研究。網(wǎng)絡游戲具有競爭性與合作性的內(nèi)容， EQ 可能比一般的電玩游戲更容易使人上癮。如果這些絕對真實，則未成年人犧牲自己的學習和工作時間玩游戲帶來的負面影響要比犧牲生活中的其他時間要嚴重的多。也 就是換一種說法：有 80%的人為了游戲犧牲自己的一部分時間，至少是一件事情。成年人則表示他們最不喜歡暴力因素。 游戲中“最喜歡和最不喜歡”的因素對比上也有明顯在差異，調(diào)查對象都喜歡游戲的社會性內(nèi)容，但是成年人更傾向于此，未成年人小于成年人 10%左右。成人組有一半以上的男性玩家 扮演過女性角色，女性只有 %。 我們發(fā)現(xiàn)了很多重要的差異在每組間的比較上，在轉(zhuǎn)換角色性別方面，異性角色的選擇者多為成年人，未成年人認為武士等更具有男子氣概，這可能由于玩家在現(xiàn)實世界中對自我的同一性還不確認，還處于發(fā)展自我同一性的過程之中。 EQ 運營于 1999 年，因此不同年理工餓玩家在游戲歷史角度上不會體現(xiàn)較大差異，所以，按照年齡 分組樣本時，結(jié)果呈現(xiàn)游戲頻率與年齡相關，年齡越小，玩游戲時間越久，并非呈現(xiàn)線性關系。同時，此次調(diào)查結(jié)果頁表明與非北美地區(qū)玩家相比較，北美玩家中包括更多的未成年人玩家，盡管兩個群體在教育水平上存在明顯差異，但是肯定的一點是未成年人玩家中的大部分是未達到上大學的年齡。且 EQ 的游戲包裝中美女人物對男性的吸引更大。在這兩個群體中盡管男性占大多數(shù)，但男性比例在未成年人群體中更為高值。 討論： 如果本游戲僅僅適合年齡大的游戲玩家，則未成年人的數(shù)量還是可以預測的，玩游戲的玩家必須申請一個信用卡綁定的賬號，但由于未成年人沒有信用卡，導致了此游戲未成年人玩家人數(shù)不多的原因。在游戲偏好角 度的比較上，成年玩家認為他們喜歡游戲的因素主要由于游戲的暴力性如何。 Hunt, 1998) and is an area for further could be that because of both the petitive and cooperative aspects of the game, that Everquest is perhaps more addictive than console video games where gamers play against the machine rather than other people. Furthermore, based on offline video game play, it may be the case that adolescents are more vulnerable to online video gaming addiction than , the data presented here can neither conf