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I mean, if SquareSoft can get hundreds online at the same time to battle monsters in Final Fantasy XI, why hasn't anyone yet produced a playable soccer game where only 22 players can get together to kick each other in the kneecaps?
Everything else has been done I think. One-off client download gaming sites already exist, as do pay per play sites, monthly fee sites, etc.
Failing the really expensive investment required to go down the Bluetooth route, have a sponsor for each game that you host give out a weekly prize for the 'best player' of that week. ('Best player would have to be predetermined by a number of different factors depending on the particular game). For example, if you hosted 'Counter Strike: Tactical Ops' you could have Sony as a sponsor and they could offer a Sony DVD/Widescreen TV for the player with the most kills that week. In return, Sony could have product placement in each game, e.g. a picture/link to their product on the login screen, or even a product placement in the game itself.
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