Long term relationships we build on line are really powerful. A fortnight as a phenomenal presence factor. People who go hang on a fortnight now sare like 200 million players out of nowhere, a everybody's playing fortnight. It allows us to have a kind of bonding that, i would say, previously you would have needed to be in the same room with some one. But we're seeing both in just talking to gamers, but also in the research literature that these games, out of this very strong presence, it does translate to a real social support system.

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