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That makes perfect sense to me.

McDonalds obviously made the game in the hope that it will sell more hamburgers. If you buy a hamburger, their strategy worked, which means they (and other companies that are watching) have a reason to do similar things in the future.

What’s weird about incentivizing behavior you like in the hope that you get more of that behavior?

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The behaviour in question isn't simply producing retro games. It is producing something unique and interesting that their competitors are not offering. It is an edge.

If their competitors copycat McDonalds' marketing, they totally didn't get that message, because by the time they clone it, the uniqueness McDonalds demonstrated does not apply to them - they've made a copy, or even a shadow of what came moments before. The edge McDonalds had is their cliff to behold unless they find something unique to counter with.

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