The activity of play has accompanied mankind ever since it exists. Playing games is fun. Children naturally start playing games already as toddlers. But games do not only absorb children with the prospects of an enjoyable time - adults participate in ludic (i.e., playful) culture as well. Ludic culture refers to the cultivation of play, the development, fostering and the pursuit of play. MMORPGs offer new possibilities for players to participate in a ludic media culture. We play popular media culture. Popular media culture is not a stagnant environment, but a flexible and constantly evolving...