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Risto_Saarelma comments on Possibilities for converting useless fun into utility in Online Gaming - Less Wrong
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Are there existing examples of thriving MMO guilds that have an extra-game primary focus? As far as I understand it, currently with all else being equal, a guild focusing solely on monomaniacal gameplay will outcompete a guild focusing on extra-game activities in in-game power, visibility and prestige, since most current MMO environments are mechanically and culturally fixated on laborious in-game achievement. This may be different in MMOs that reward skill or creativity rather than just grind capacity. Something like Second Life that supports user-created content looks like it would reward an extra-game focus much better than more game-like MMOs. But Second Life also has small mindshare compared to more game-like MMOs.
Agree that MMOs are likely to be a growing social phenomenon and its worth looking into what could be done with the mindshare they get.
The Guild is a fictional example; there at least used to be a Penny-Arcade World of Warcraft guild; I know that in games that I play I regularly play with people that I would like to associate with outside of the game, especially people I know in real life.
Groups with a social focus have a different status in the game, but they do exist in large enough quantity and can be satisfying if people are about equally competitive.