'A phenomenon': how World of Warcraft smashed out of geekdom and conquered gaming

In 2004, Holly Longdale was a game designer on EverQuest, then the champion of a new genre of video game that allowed for multiplayer role-playing on a huge scale. In these online fantasy worlds, players could quest together rather than alone, adding a fascinating new social – and competitive – dimension to the static, offline role-playing that Holly's generation had grown up with. But whenever she could, Longdale would sneak in a few hours playing EverQuest's main competitor instead. That game was World of Warcraft (WoW). "There were so many moments in WoW I was envious of," she says, "and completely lost in. I remember running through Ashenvale as a Night Elf Hunter and the music and the ambience – there was a mood you couldn't deny. Then I saw another player running in the opposite direction, a Druid who buffed me on their way by. That was when I knew I was going to be in this for the long-haul."