"His advice for those attempting a project like this, is to get people who understand the web. DICE hired a web development director, and a web producer. "Without those people, we would have never made it as far as we have," he says. He also recommends a web tech director, which DICE did not need to hire "because we had a team in DICE who were pretty strong."" Excellent article about building games for the online age; the section on the socially-driven BH website is very incisive.