Field experiments in online gaming: Univeristy of Warcraft

I've recently been browsing around some research databases looking for experiments done online within games themselves. Field experiments are defined as experiments that are outside the laboratory in the real world. Obviously, for something like World of Warcraft this would mean getting data from within the game. There are many tempting possibilities that become available if field research is explored: Direct observation, experiments, objective data, interviews, and unlimited access.

However, there are just as many caveats: Are people really anonymous within the game? For example, I've recently had to go through Stanford's IRB to get approval for survey research because subjects were being asked their opinions. Even if I choose not to record I.P. addresses for the surveys, there is a remote possibility of harm to a subject. Another problem with doing research in games themselves is conflict with the EULA (user agreements) and research activity. In Warcraft, one cannot harass another player and spam chat channels. Would research be deemed 'spam'? Interestingly, I posted a link to this very blog on the official world of warcraft general forums and within an hour, it was removed (I am still awaiting an answer).

Additionally, would field experiments undermine the idea of game immersion? I am still fuzzy on the legalities of doing observational data gathering within a game like world of warcraft, but that seems like one route around the problems of privacy and rights protection for now. Ultimately, I think it would be cool to have like a University of Warcraft within the game for researchers to recruit subjects or even do experiments within the game itself. Possibility.