Game Stooge writes: "World of Warcraft is the current Gold Standard of massively-multiplayer online roleplaying games (MMORPGs), ruling the roost with its millions of subscribers, accessible-yet-deep gameplay, and charming graphics. When most people only play one MMORPG at a time, to survive, another game of its ilk - especially one with a fantasy setting - must provide something new, carve a niche for itself, and generate a devoted fanbase.
This is why many of the upcoming MMORPGs are based on established licenses. The successful Lord of the Rings Online: Shadows of Angmar mines Tolkein, while Warhammer Online will be catering to the Games Workshop crowd. This strategy isn't always successful, though - the Dungeons & Dragons MMORPG more or less failed, though rumblings are Turbine will tackle it with the new 4th Edition rules."