"How do you beat World of Warcraft?" is a question I've heard asked plenty of times in the past four years. It's the wrong question. Other developers and publishers have been asking the right questions all this time - questions like "what can we learn from the success of World of Warcraft?" and "how do we co-exist with World of Warcraft?"

Many companies have tried to clone the success of Blizzard's game, with extremely limited success. Others have attempted to appeal to the hardcore audience who, some argue, are marginalised by the mass-appeal of WoW - a generally doomed endeavour, since that audience may be noisy online but it's actually extremely small in size and not hugely lucrative. Others still have tried genuinely new approaches, but have failed to learn WoW's vital lessons about accessibility and progression, and have paid the price.

Sony Online Entertainment is one of the companies which has struggled to get the questions right. From being the largest operator of massively multiplayer games in the western world, thanks to the success of the Everquest franchise, SOE has seen its fortunes decline as Blizzard's star has risen. Everquest maintains a legacy audience, but new launches such as Vanguard have badly misjudged the marketplace and failed to attract significant subscriber numbers.