The challenge: to design a box for Blizzard Entertainment's new WarCraft-themed MMORPG that would create mass appeal beyond the existing fantasy RPG niche market.

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By conveying the game's immersive online experience as well as its simple user interface, this box helped World of Warcraft become the #1 selling MMO of all time. A unique gatefold flap provided the real estate to achieve these communication objectives.