Its competition everyone can get into and compete. Its not really about the rehashing, because games like madden is rehashed but everyone can't play madden. Thats not really a pick up and play game. Call of duty on the other hand is, and its fun. Its not my favorite by any means, but you meet alot of different people on there, your guranteed to always get into quick games, its not complicated to play. Its so simple its genious, thats why it wont die out, at all. And thats why people copy it, really its kind of like a sport with a joystiq in hand honestly, and the developers know that, so they will continue to make it. No matter what shooter come out with snappy graphics, if it doesn't have the fun competitive atmosphere a game like call of duty has and can attract ALL audiences, it won't be AS successfull.
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