Joi Ito Quotations

Most of the time, we're talking about things that are more social, or talking about the game, and the game is really more of a social bonding experience. There are a lot of people making connections and talking about working with each other or bringing in their friends from work.

My feeling is that what we are doing in 'WoW' represents in many ways the future of real-time collaborative teams and leadership.

Difficulty logging in (and) servers going down--it's become a normal part of our lives. It really does suck for us because we're running higher-level (quests) where it takes us a few hours to get to the (goal) and sometimes the server suddenly goes down right near the end before we finish. And they are unannounced (and) you just see people on the server--guild list--start dropping off.

It's the guys at the bar that keep calling you back. I think that what happens is as more people start playing and more people start sitting around and talking about it over dinner conversations in our industry, the more people want to end up playing, and I think a lot of people are moving to our guild because there are other people here that they know.