Even as a non-avid Harry Potter reader (I think I've read most of the books, but I'm not sure**) I can completely see the appeal of this massively immersive experience. Pottermore only features the first book in the series so far, but Rowlings has added reams of backstory, notes, ideas that were ditched, and the kinds of activities fans (and non-avid readers) will likely go nuts for. From Bryan Young's review on Huffington Post
As I went through to choose my wand, I was asked a series of questions, written by Rowling herself, before a wand chose me.
I was assigned a Hawthorne wand with a unicorn core, 10 and 3/4's inches, and of a slightly springy flexibility. It was very cool and seemed very personalized, but you don't realize how personalized until the next screen where you're able to explore what all the different sorts of wand cores and woods mean. There's hundreds of possible combinations, thousands maybe, and somehow when I read about typical personality traits of wizards with my wand it seemed oddly accurate. Magic? Maybe.
It goes deeper from there:
You're sorted into a house at Hogwarts through a series of questions. The questions don't seem to have obvious paths to any specific house but, again, the results seem oddly prescient. As I read the books, I was quite confident I'd be sorted into Ravenclaw and this only confirmed my suspicions.
From there, you're granted access to the common room of your house and the majority of social networking begins. You can link up to Facebook and find friends of your own inside Pottermore, assign them nicknames, comment on their activities, and give them gifts of the loot you've found throughout the book.
But there's even more to do. You can cast spells and duel with fellow (live) students, you can make potions, and keep track of house points in the Great Hall. In fact, there is an active competition for the House Cup and you see the house points for all four houses in the Great Hall.
For every kid - and adult - who wanted to be The Chosen One, swept off into a magical world of spells and portent and symbolism and best friends, this is it. It's some new form of entertainment/social networking/fanfic/alternate reality that I can't put my finger on yet, but that intrigues me.
First review of Pottermore - the Guardian
Background on Pottermore - Wired
*One of my first thoughts was - do I want to be this close to authors? I can see the appeal for Neil Gaiman fans, or George R.R. Martin fans, or Terry Pratchett readers. But do I want BloodMeridianMore? No. No, I don't.
** I recently read the last book. I read the epilogue first. I was Disappointed.