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Tens of thousands of video game fans have descended on Anaheim, Southern California for a video game convention like no other.
BlizzCon celebrates the fantasy games of Blizzard Entertainment, which include the hugely popular online role playing game World of Warcraft, played by over 12 million paying subscribers around the world. Other Blizzard titles include the record-breaking 'real-time strategy' game series Starcraft, and the fantasy role playing franchise Diablo. The third Diablo game is in the late stages of development, and is eagerly awaited by fans here in California, who are getting their hands on exclusive sneak previews.
Over 20,000 tickets for BlizzCon sold out in under 30 seconds. Those lucky enough to get hold of one have spent the past two days playing games, dressing in elaborate character costumes, and attending contests and concerts.
The sight of thousands of World of Warcraft fans socialising and interacting is a far cry from the image of gaming geeks as anti-social sunlight-starved basement-dwellers.
"There's nothing anti-social about BlizzCon" says Mike Morhaime, founder and CEO of Blizzard. "It really is an expression of community, everybody bonding over Starcraft, Warcraft and Diablo, some of the costumes...it's just a really great experience".
One Blizzard gamer, dressed as a fantasy priest complete with homemade silver and gold wings, told us why he comes back to BlizzCon again and again: "The best party you've ever been to in your life. Times it by at least ten, and then that's just the community and the fun time you'll have here."