Confirmation, if needed, that World of Warcraft is the master of the Massively Multiplayer Online (MMO) market. On the surface the figures make depressing reading for Blizzard's competitors, with big names like Everquest II and Star Wars Galaxies languishing in the lower reaches. But WoW has expanded the market to such an extent that MMO virgins make up a lot of its audience. Competitors that have sprung up since WoW's launch have, with the notable exception of Guild Wars, been low key niche affairs. Lord of the Rings and Warhammer Online - MMO's geeky you say? - will offer more a threat when they launch next year. But can they stop the WoW juggernaut? Possibly, but the real challenger will be an MMO which mixes WoW's polish and scope with a non-fantasy setting. As yet this game doesn't exist, but you can bet it will arrive within the next five years.