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Although this is not a new or novel concept we are seeing companies begin to use the power of branding to make their games more attractive to the consumer. The concept really started many, many years ago when software companies noted an increased demand for games that had not only similar themes, but the exact same theme and setting. To capitalize on this they began making follow-on installments to their games. Some of the more notable are Doom, Quake, and Wing Commander. Certainly there are more than this small list, but these represent some of the early franchise names that pushed the market along. For those of you wondering why HalfLife is not in there, it is simply because of the length of time between the first and the second games, but yes HalfLife is certainly one of the major Brand Names in gaming now.