Entertainers these days don't seem content to succeed at one thing. It's not enough for Justin Timberlake, Beyonce or Diddy to be pop stars—they've also got to be an actors, clothing designers, restaurateurs, and perfumiers. Making money in the entertainment business just isn't as straightforward as it used to be, so performers have learned to expand their brands beyond products and into lifestyles. Similarly, game makers are realizing if they want to survive, let alone thrive, they too need to expand their commercial and cultural reach.
Read more of Neilie Johnson's MMOS - Selling Lifestyles, Not Just Games.