Though Ninja Metrics is new, the technological advancements it is based on have been in the news for a long time.

Please check out the following:

Science gleans 60TB of behavior data from Everquest 2 logs [Ars Technica] Studying Virtual Communities [NeuroLogica Blog] Gamers play against type: Avid online role-players do not fit gamer stereotypes, survey finds [] Video Game Everguest 2 Provides New Way To Study Human Behavior [Science Daily] Video game Everquest 2 provides new way to study human behavior [Science Centric] Online game Everquest 2 provides a new way of studying human behavior [PubArticles] Ahmad and Srivastava similarities between gold farming networks and drug dealing network [Computer Science and Engineering News, University of Minnesota] Farmerzy w grach MMO tak samo groźni, jak handlarze narkotyków? [Onet.gry] オンラインゲームのRMT業者はドラッグディーラーに似ている [Anigema] Gold Farmers Mimic Behavior of Drug Dealers [the Escapist] Gold farmers 'operate like criminal gangs' [] Gold Farming Research Digs Up Similarities With Drug Dealers [Kotaku] Onderzoek: 'Gold Farmers lijken op drugsdealers en straatbendes' [Gamez] Similarities between gold farming networks and drug dealing networks [boingboing]