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Clever games designers have worked out exactly how to push the buttons of screenagers in the way other media have failed to do.
It's about how screenagers see the world through communications technology, and all that kind of thing.
Anyone who thought the personal computer, with its dull, office-furniture styling, was going to be the device to open up the online world to screenagers needs to think again.
There's a race on to win the minds of the screenager and Messrs Sony, Sega and Nintendo have been given a huge head start.
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