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They need to make the games that they are most comfortable doing. If a team feels like they can properly make a dark game, then let them try. Likewise, if a team feels they have to make an age appropriate game, let them go for it. But don't make them make something they're not comfortable with.

Look at naughty dog. Noone told them "make a dark game or make a kids game," they just made what they thought they could. From passive games like Crash bandicoot and jak and daxter, to darker games like uncharted and the last of us. They themselves said they probably wont stray too much from dark and gritty, and that should be fine since that is they're comfort zone