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Treyarch: Activision’s new war machine

Develop:

It’s difficult not to accuse someone of favouring a spot of hyperbole when they use phrases such as “crank the level up to eleven”.

Clearly in the first part of our interview, Treyarch studio head Mark Lamia calls upon a vast repertoire of power-quotes, overstatements and verbal embroidery. He’s confident, open, witty and clearly passionate. But crucially, he’s hard to please. He strikes you as the sort who would de-tag a Facebook image of Call of Duty if it dared look anything less than perfect.

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