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Strategy games, which often cost between £25 and £30, take up to 40 hours to finish, and would only ever be finished by a few players, were singled out for particular criticism.
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What they really mean to say is: we want people to play out a game in 4 hours and then spend their money on the next game. From a salesman's point of view this makes sense, but for the consumer this is total rubbish.
I happen to like games that take a long time to finish: Civilisation, Total War series and simulations. In fact it is games that I can play out quickly that I find boring.