And after our brief intermission I found what I was looking for:
"A newbie will look at a set of virtual worlds and say this one is medieval Fantasy, this one is Cyberpunk Science Fiction, that one is dark vampire Horror, this one is Greek Mythology, this one is asexual Japanese Anime, that one is stylized Gangsters, and so on."
"Again, though, from a design perspective most of the way a virtual world works is independent of genre."
After this he describes particular examples of why realistic, or melieu based, simulations would mess up a gaming experience. I'm not the only one who cherrypicks it seems. Then:
"The chief importance of genre lies in the ability to attract players. From this perspective, the choice of genre becomes a marketing issue, rather than being a design issue (although designers should, perforce, understand their market)."
A description of the pros and cons of licenced IPs follows. Then:
"Perversely, though, licencing can be liberating - at least insofar as virtual worlds are concerned. A sure fire hit such as Star Wars Galaxies or The Sims Online can take risks that unlicensed games might avoid simply because if they do screw up, it's not going to kill the game."
"For a competant design team, a world with a big enough license behind it isn't going to fail unless they set out to make it fail (for the time being at least."
Now keep in mind this was published before SWG came out and The Sims Online was brand new.
Now look at what killed both of those games.
The Sims Online failed to deliver the ant farm experience of independent little avatars living out a soap opera (an odd one that involves going to the bathroom and kitchen fires but it is what it is). Instead, they put the player into the role of one Sim and gave them lots of unSimlike things to do. So if hanging out in hottubs with virtual hookers and speaking non-Simlish is your idea of a good time you know where to go.
Star Wars Galaxies failed to deliver anything that resembled Star Wars at all. It was entirely an experiment for Koster. In his defense some of those ideas, that he pioneered, keep folks in SWG to this very day. Player cities, crafting, space, detailed custom avatars, pets and so on. Many were jettisoned with the NGE and are only slowly coming back. But in every single poll people wanted more Star Warsiness, an overused term by now if there ever was one, and more PvE content.
The topic of when and where PvP can work in an immersive setting or in the context of a design based around an IP (and boy howdy is Bartle right, for a change on this topic, when he talks about the marketing importance of a licensed property) is for another day. It can but has to be handled very carefully. In SWG it tore a real big hole in everything.
With Koster's PvP there had to be balanced sides so no Empire, really. There would be fighting everywhere so in the middle of downtown Theed, in a cantina in Coronet, in every starport as load-gankers lined up. The pressures of making PvP 'balanced', based on the complaints of the minority PvP population, sucked all the air and immersiveness out of the conversation. Everyone ran around in the same composite armor, battleaxes and pikes were more common than rifles and rifles were more common than pistols. Medics sprayed the battlefield with poison gas. People had multiple giant pets like rancors or AT-STs following them around like ducklings.
Meanwhile there was no space and no starships. No recognisable Galactic Civil War (aside from the bloods vs. crips street PvP). No urban spaces or spacestations. You did have a cool crafting system, skill system and a well developed wilderness mechanic. And...no quests, missions or other real content outside of the terminals. There were no Jedi for a very long time (this is both a blessing and a curse as it turns out).
Where was the Star Wars? Well, graphically speaking and in terms of sound design, if you really hunted around you could find it in between vast stretchs of wilderness and the multitude of secondary factions and NPCs that came out of the Expanded Universe and, generally, stood around like bumps on a log. Nothing like seeing CorSec, the Corellian cops, wander blithely by as wanton murder was being committed right and left in the street.
But if you wanted to be a rebel hero fighting the evil empire, which is where the numbers were, good luck with that son. You sure you don't want to pick up hairdressing or learn to trash talk in l33t instead?
This is the problem with Bartle. Where does real immersion figure in? Where imagination impacts code and the code reinforces that process without creating a tsunami of cognative dissonance? Immersion isn't a thing it's a constant cycle of feedback between a player and his environment. That environment is also impacted by the other players in it as much as the code.
These things must be designed for.
GENRE ISN'T INDEPENDENT OF DESIGN.