Online games have created new social spaces, new frameworks for content creation, and emergent community dynamics. One of the challenges presented by persistent games and virtual worlds is the need to foster long-term relationships with player communities. Online games may be "stickier" when users feel direct personal commitment to and involvement with the game's content, with business implications for game creators and their marketing partners. This session will focus on design innovations that creatively engage players and keep them invested in the game.