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Brutality

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Meaningful brutality sets Gears of War apart from every other video game series out there.

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It is:

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Cathartic.
Pervasive.
Earned.

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It is not:

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Glorified.
Sexual, gender, or racialized abuse.
Relentless mayhem.

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Brotherhood+

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Personal relationships make characters memorable, which is uncommon in video game shooters.

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It is:

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Belonging.
Equality.
Loyalty.

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It is not:

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Gender-exclusive.
An excuse for toxic masculinity.
A club.

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Pathos

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Suffering and the experience of emotion produced by tragedy.

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It is:

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Loss.
Burden.
Destroyed Beauty.

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It is not:

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An excuse for stereotypes.
Tokenism.
Overwhelming bleakness.

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Awe

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The trinary compound of wonder, power, and fear. Gears delivers awe in theme, presentation, and player experience.

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It is:

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Dread.
Spectacle.
Scale.

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It is not:

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Fearlessness.
Unbelievable.
Constant.

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Gears of War Brand Portal

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What we’re about.

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How we express ourself.

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People, places and things in our universe.

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Do’s and Don’ts.

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