By Mary Jane Irwin, 8:07 PM on Mon Sep 10 2007, 228 views (Edit, to draft, Slurp)

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With over World of Warcraft surpassing 9 million subscribers and media conglomerates dropping millions left and right to acquire online worlds, it's little surprise that online games have been proclaimed the hottest thing since Pong. They're also one of the key topics of the Austin Game Developers Conference, where developers warn that brands need to do more than make virtual shopping plazas. [News.com]