Say that we were to make a MMO based on Firefly. What do you call it? Firefly? Serenity? The Verse? Do you add something like “World of” before it, “Online” or “Adventures” after it? Prefix it with “Joss Whedon’s”? Your goal is to attract the current plays (who might be drawn to The Verse) and a general audience (“Serenity” may not imply “action-packed adventure).