New online role-playing game aims at 'World of Warcraft'

— -- Most massively multiplayer online role-playing games are about conflict: fantastic clashes between warriors, wizards, aliens, orcs and elves.

And unlike most video games that have a plot and an ending, MMOs (massively multiplayer online games) are living, evolving virtual worlds that players can explore and influence. They're hugely popular — and lucrative.

The current behemoth, World of Warcraft, has 10 million-plus active members that spend $40 to $60 to buy the game, then pay a $15 monthly subscription fee. Most MMOs run on PCs or Macs with interactive features and new content delivered via an Internet connection.

Now there's a battle involving MMOs going on in the real world, as gamemakers attempt to challenge, or at least siphon off some of the success of, World of Warcraft. New strategies include design changes to make it easier to woo new players, as well as MMOs based on popular franchises such as Star Trek and Star Wars. At stake: a U.S. market expected to amount to about $800 million this year, compared with $700 million last year and $332 million in 2004, says market research firm DFC Intelligence.

Although the companies wouldn't provide sales specifics, "We are either the or one of the fastest-selling MMOs of all time," says Mythic co-founder Mark Jacobs.

A big investment

Warhammer is based on a Tolkien-esque fantasy universe similar to Dungeons and Dragons. Players can explore performing individual and group quests that give their character (such as a warrior, healer, priest or magician) increased power and skills.

Mythic, based in Fairfax, Va., began work on Warhammer in fall 2005; EA acquired Mythic in June 2006. The company's offices are covered in drawings of monsters, weapons and fantastical environments and decorated with hundreds of handcrafted items sent from fans.