So we start to see some opportunities, as problems are sometimes called.

Runescape takes the view that anything they don't like can be shovelled into a hidden Rants forum.

You have to log in to see the forum and it doesn't show up to Google searchers. Too many bad stories were getting out, or that's how Jagex felt, they reacted defensively, rather than interact with the angry gamers.

Is this the best solution?

Of course not.

There is a tremendous energy in online gamers, they should be harnessed.

With the internet now we have an audience of basically everyone in the world.

They will be rich, poor, sad, angry. Tired from work, or worried about homework. And they bring that with them.

The first thing we should do is give them some time and comfort.

We want an online game to be a happy place. And when people are stressed they experience physiological changes that take time to dissipate. Some would argue that these physiological hits are addictive, even the angry ones from online arguments.

But the first thing to do is realise that players need wind down time. So if a player is angry, identify that and find them something to do for about 20 minutes. The online equivalent of breaking plates, or deep breathing for example.

Then talk to them.

Some voids can never be filled though. For example some seek affection from the internet that can never be the equivalent of real affection. And they can seek it from online games. This is like filling a bottomless bucket.

See what we are doing here?

Identifying customer needs.

Once we do that it should be simpler in helping with those needs.