1. PENNY-ARCADE Web success achieved through thoughtful and specialized blogging.

2. What Is Penny-Arcade  Web based comic series written by Jerry Holkins and illustrated by Mike Krahulik.  Founded in 1998.  Centered around video games and gaming culture. http://www.penny- arcade.com/comic/2009/10/21/

3. Penny-Arcade’s achievements  One of the first online comics with a large enough following to financially support its creators.  Over 2 million page views daily.  PAX  Child’s Play

4. PAX  Started from an internal blog sent to Penny-Arcade staff as sort of a meet and place for developers to show off games.  Expanded dramatically after Jerry Holkins published a blog about the death of E3.  This year, the attendance was reported around 60,750 people.

5. Child’s Play  Started as a response to a blog that attacked the site’s vulgarity.  The charity gives toys to children in hospitals for Christmas.  Last year Child’s play raised nearly $1.5 million in donations. $740,000 this year so far.  The only form of advertising for Child’s Play by Penny-Arcade is their thrice weekly blog.

6. Other Web 2.0 Integrations  Both “Tycho” and “Gabe” have Twitter accounts. Child’s Play and PAX also have their own separate accounts on Twitter with a combined following of over 67,000.  Penny-Arcade, Tycho, Gabe, PAX, and Child’s play all also have official fan pages on Facebook.