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When they say Mature content, it doesn't have to be bloody whatever.. I think Sega need to focus on the core gameplay and build an IP from the ground up. A third person shooter would be fantastic! Don't worry about graphics, effects (blood, dismemberment etc), controls or anything like that until you have core gameplay and a gripping story to go along with it.

Gamers fall into the world of a game and love the game only when there is a world to fall into.

And put in some good local multiplayer if you wanna sell more than 300k.