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Their games are extremely polished at launch. Excellent gameplay mechanics. The obsession to put something new or different in their franchises (though that, sometimes, is a double-edge sword). They are not afraid to make changes to the hardware (motion controls, double screen, 3D...), not merely graphic power upgrades, something that actually affects to the gameplay. And games for everyone. Really, look at the state of the game industry nowadays, it's complicated find great games that are suitable for everyone. Almost every AAA is +16, and have violence in any way. Plus their main focus in their games is "fun", not competition.