iVillage (via Terranova) has launched "Paradise Island" an online role-playing game, marked, as Betsy Book says, "by gender and commercial co-branding". This is a very interesting example of a portal taking the relationship with its readers a step further, taking advantage of the medium's peculiar characteristics. Interactivity, even if text-based is the best expression of Internet communication. Effective online branding isn't necessarily flashy.