More and more game developers are pushing community engagement earlier and earlier in the process of game development. Traditional game development consists of the developer working behind closed doors on their vision. Periodically, and in very controlled circumstances, the customers can see the work in progress but that is mostly elaborate trailers, often not even showing actual game play. Most importantly the customers cannot give feedback while the game is still being developed. Now earlier engagement is also extending more and more beyond the virtual (forums, gameplay, irc) and into the real with cosplay, conventions, meetups, physical rewards, and other tangibles that make the community connections even stronger. This is going beyond just letting customers see the game at all stages and begin playing it as soon as it is possible to provide feedback. This is moving more and more towards blurring the line between the developers and the players into one community. Starr Long, a twenty-five year veteran of the game industry, provides deep insight along with examples, from Ultima Online up to his current project, Shroud of the Avatar.