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Xbox Evolved Editorial: "Actual Gameplay"…Where Developers Need to Cross the Line

From XE:

"Black screen…fade-ins and fade-outs…sweat…camera zoom-ins, and you see it pop up, this is actual in-game footage. We awe in amazement at the beauty that has just unfold and anticipation rises greatly just to wonder a few months to a year later, "What the hell happened?" when that actual gameplay footage is truly revealed. This is no way to bash companies and developers who have done this in the past like the infamous 2006 Sony E3 Conference with all of their "actual game footage" trailers, but instead look at everyone who continues to do this and how easy it is to get tricked."

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