Last night, I was at a local geek event and talking to a guy who's writing a small start-up package. When I asked him about his project, he described is as a "dating site for World of Warcraft players." He laughed self-deprecatingly, then went back to describing it as a place where newbies could learn how to play the game, join leagues, and generally assist one another. I asked him about his mobile strategy. "Oh, I don't have one." I asked him if he'd thought about it. "Thought about it? Yeah. But that's for later." I said, "Have you ever heard of Warhammer?" He admitted that he had. "_Warhammer, _along with its game component, has an amazing collection of novels, some in the fantasy universe, some in its science-fiction universe. These all sell really well. And do you know why they sell really well? Because they give Warhammer fans something to do when they can't play the game. You can't play the game on a bus. You can't play it while waiting in line at the bank or the deli. You can't play the game for ten minutes between meetings. But you can sneak a few pages from a book. That's what your mobile solution has to do: make them feel attached to the game, and to the other players, and to the whole sense that they belong to something, that sustains them between their opportunities to play the game." He sighed a little and said, "Okay. One more thing for the list."