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Designing Virtual Worlds is written by Richard A. Bartle and published by New Riders. It's available with International Standard Book Number or ISBN identification 0131018167 (ISBN 10) and 9780131018167 (ISBN 13).
This text provides a comprehensive treatment of virtual world design from one of its pioneers. It covers everything from MUDs to MOOs to MMORPGs, from text-based to graphical VWs.