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Ultima Online (UO) first launched in 1997. Though hardly the first MMO, it was a genre-defining title. It notably featured a housing system: save up enough resources for a blueprint of the house you want – anything from a small shack to a magnificent castle – then find a free plot of land somewhere, and place it down. It didn’t take long for nearly every free space to get used up.
If you didn’t visit your house often enough it would be automatically deleted to make room for others, but enterprising land speculators were undeterred. Holding free plots with a building – any building – was a good investment because the price players were willing to pay to gain access to the land far exceeded the costs of capturing and holding it.
So why didn’t players just move to a less populated server, one that wasn’t already filled up with houses? It’s a good question – the less popular servers had more free space; but they also had far less players, which made the experience less fun. Besides, back then you couldn’t transfer your character across servers, so moving also meant abandoning not only all of your friends, but also all of your experience, skills, and equipment. Populated land was and is the most valuable land.
From Land speculators will kill your game’s growth:
Location, location, location