It may be worth your while to check out some very interesting articles found in Blackwell's Synergy.
These take a serious look at virtual communities and online gaming worlds.
Article title: Virtual Community Attraction: Why People Hang Out Online
Authors: Catherine M. Ridings David Gefen
Volume 10, Issue 1, Page 00, Cover Date November 2004
Journal Name: Journal of Computer-Mediated Communication
Click here to go to the abstract of this article in Blackwell Synergy:
http://www.blackwell-synergy.com/doi/abs/10.1111/j.1083-6101.2004.tb00229.xArticle title: Where Everybody Knows Your (Screen) Name: Online Games as "Third Places"
Authors: Constance A. Steinkuehler Dmitri Williams
Volume 11, Issue 4, Page 885, Cover Date July 2006
Journal Name: Journal of Computer-Mediated Communication
Click here to go to the abstract of this article in Blackwell Synergy:
http://www.blackwell-synergy.com/doi/abs/10.1111/j.1083-6101.2006.00300.xArticle title: Procedures for Analyses of Online Communities
Authors: Devan Rosen Joseph Woelfel Dean Krikorian George A. Barnett
Volume 8, Issue 4, Page 0, Cover Date July 2003
Journal Name: Journal of Computer-Mediated Communication
Click here to go to the abstract of this article in Blackwell Synergy:
http://www.blackwell-synergy.com/doi/abs/10.1111/j.1083-6101.2003.tb00219.x