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The Ghost of RubangB said:
Don't act like Mario is the only guy you're seeing too much of. At least those Mario games include platforming, racing, RPGs, sports, mini-games, and board games.

The first XBox had 2 Halo games, and the 360 is having its 4th Halo game come out this year. They've built up their mascot successfully, and the milking is accelerating. Halo is even trying to expand its reach into other genres, just like Mario did. Already made the jump from FPS to RTS.

If Sony had a mascot these days, I'm sure they'd be milking the hell out of it too.

Sega and Capcom are even milking their mascots, and Activision is milking everything under the sun.

The best example of milking a franchise from Sony would probably be Ratchet and Clank, every version of the game is the same (basic) format and they have released more than 1 game a year on average since the series began.