Research on studies in World of Warcraft was covered by OCRegister.

"The National Science Foundation has given UC Irvine $100,000 to figure out why Americans go to greater lengths than the Chinese to modify “World of Warcraft,” the hugely popular multiplayer online game produced by Blizzard Entertainment of Irvine.

About 5 million Chinese play “WoW,” which is twice the number of American players. But Americans produce far more modifications, or “mods,” to enrich the gaming experience."

See the rests:
http://sciencedude.freedomblogging.com/2008/09/11/uci-tackles-world-of-w...