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Well, look at Hearthstone - simplified (deceptively so) card game along the lines of Magic but with a Warcraft theme, it's not even out yet and it's insanely popular with people throwing money at it like its stripper at cheap drinks night. They should probably be worried, what with Blizzards penchant for "innovating" ideas from other games (look at the features they added in Warcraft each expansion which interestingly enough happened with a competitors MMO at the same time - big one that stood out for me was the titles and achievements from LOTR:O) and improving on them. Never mind the brand awareness.
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