Systems and methods of organizing a massively multiplayer online game (MMOG) via mobile units are provided. Features of mobile units such as messaging and location based services are incorporated into the game to enhance the user experience. The MMOG provides social networking opportunities to players by associating players based on similarities such as shared interests and activities. These shared interests and activities can be determined based on associations of the players in other situations, such as disparate online games or websites. In addition, advertising content can be provided to players based on similar factors. In an example implementation, the MMOG comprises a game similar to the offline game of tag, wherein players can “tag” each other through in-game interactions via the mobile units. These interactions can be triggered based on players being a fixed predetermined distance from each other.