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fleischr said:
The more compelling question might be why kids like getting pwnd in CoD more than being an Italian plumber or a kid in a green suit saving the princess, saving the world...

A lot of kids that I know of enjoy playing with army toys. COD practically offers them that experience (minus the creativity and imagination).

OT: I think something Old Rare platforms mixed with creative open world elements would work well. That's why games like Scribblenauts, Little Big Planet, Terraria and Minecraft have done well. Project Spark definitely looks like something Rare could pull off.