This sort of brand synergy is what gets game industry execs very excited. The Old Republic is going to be "ground breaking" says Ray Muzyka, CEO of BioWare,. "it's a whole galaxy, it's a galaxy of Star Wars". One thing that is clear is that Star Wars has a host of reasons for being prime MMOG material, even though the less-than-stellar performance of Star Wars Galaxies means there should be no complacency about the licence. It is perhaps the most visually iconic science-fiction setting that exists, and one with incredible mainstream awareness.