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There is just too much competition in shooters. It would be hard to take market share from third party behemoths like COD/Battlefield. Although as we have seen this generation what was big last gen might not be big in the next.

Keep the controls simple and game play smooth. Halo and COD both did that on the consoles and are thus successful. Killzone (2) controls just felt heavy and awkward. Not that it is a bad thing as it carved it's own niche but if we are talking about dominance of any sort. You got to appeal to the lowest common denominator.