Zhang and Fung (2014) provide numerous examples of how running a guild has become more of an economic endeavor than providing a community environment. They note that some guilds sell information to gaming companies in exchange for free or low-cost customer support. Others develop virtual currency trading platforms or "reward points systems" by selling game trial accounts and gift packs or advertising new releases. Additionally, some may organize "guild wars" to award prizes of cash, virtual goods or currencies, or gift packs, and may hire full-time or part-time players. The various roles, activities, "wars" and rewards come to encompass an individual and community identity that requires great dedication, commitment of time and