With its 12 million players World of Warcraft (WoW) is one of the most popular computer games to date. The game s versatility makes it a unique phenomenon for scientific and even philosophic exploration. However, the public's attention has mainly been directed to stories of players who are portrayed as victims to the games seductiveness. Consequently the game has become a central topic in the controversial issue of video game addiction. This apparent unilateral focus on the game's potential addictiveness has led some of its players to experience being subject to stigmatization. In this study we explore how players experience and gave meaning to their playing. An IPA analysis of a focus group interview with three highly experienced players was conducted. The findings revealed three reciprocally connected main themes; identity, social interaction and game play. The participants themselves appeared to consider the social aspect to be the most important factor. Negative attention by non-players brought shame and concealment to a highly appreciated recreational activity. In-game friendships and relations were reoccurring topics, and were mainly perceived as meaningful and rewarding. The community constituted a complex digital culture with its own rules and norms, making it an arena for identity and play.