From the trenches of the transmedia warfare, Ankama has pioneered an approach qualified both as innovative and impossible: creating a sprawling, versatile universe from user feedback and strong community involvement. Starting in the nexus of DOFUS, then Wakfu, Ankama's world model has evolved beyond all known media boundaries. Presenting the company experience, from its inception in the suburbs of northern France, to its international position as a key transmedia player, this talk will unveil some of the most secret recipes of its successes, some lessons from the failures, and deliver a bold statement about the future of the entertainment industry.