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![]() Last year, for example, gaming's favourite plumber turned 35 - a milestone that would merit little more than an evening in the pub for a person, but is more than enough justification for a slew of new products and marketing activations spanning a full 12 months in the world of mass entertainment. It takes a 30th or 50th for an individual to really justify pushing the boat out, but global brands operate by different logic. For most people, the only birthdays worth making a fuss over are divisible by ten.
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