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Just like any popular product, once you have a hit on your hand scaling your team to support it is a key point for any business. After selling 10mil, Bluehole is in a position where competition from everywhere will start to happen. They have the player base already so it will be up to them to make sure their product is the best or just as good to keep their base. Bluehole really does not have a leg to stand on even if they bought their engine from Epic. That's like every FPS shooter that buys their engine from ID but complains Doom has gameplay that is the same as their games.