To beat WoW at its own game, it's important to first understand what it does and how it does it. Consider that at the time of its launch, the leading MMO was Everquest, which enjoyed a position among the other MMOs of the time similar to WoW's at this current time. Blizzard undeniably looked to EQ for ideas on how to develop their own game, even if it was only to do away with the parts that they didn't like. What they ended up with was something unprecedented, so it must have worked (beating even Everquest II to the punch), but what elements make WoW so compelling?

First of all, WoW is just stunning. From the character models to the color palette to the environment to the spell effects, every graphical element is designed to provide a unique identity, while harmonizing with the overall aesthetic of the game. By moving away from a strictly representational appearance, Blizzard was able to infuse each character with so much vibrancy and energy that it's a true pleasure even just to watch people running around.

Furthermore, this attention to detail is extended to every creature roaming Azeroth. It's fun to watch the idle animations of the various critters that wander the landscape, each with their own expressiveness and personality. And the world given to the players to traverse is equally captivating, with a distinct atmosphere for each particular area. With so much visual variety and splendor, it will be tough for a competitor to match WoW on that level.

Connected to this is WoW's character creation tool, which has been surpassed in complexity to some extent by other games such as Age of Conan, though again the realism of AoC, while compelling in its own way, tends to want for lack of expressiveness. Both of these are nearly overwhelmed by the sheer number of MMOs that mimic the Asian aesthetic, however -- whether that style is the overblown, baroque fashion that passes for realism, or the huge-eyed, nearly superdeformed look that evokes a childlike sense of play. Regarding functionality, there seems to be a trend lately toward creating class-less characters; instead of choosing to be a Priest, Warlock, or Warrior, the player would select from a menu of abilities. This offers more flexibility in play, and seems like the way forward for MMO gaming. It's not for everyone, of course, but upcoming MMOs like Champions Online will use it, so we'll see how it all pans out.