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Rare's new non-gamer push

Pt 1: Studio head Mark Betteridge discusses how Rare Birmingham will differ.

For the last eight months, the famed UK studio Rare has been searching across UK towns and cities to find the ideal location for its new second studio, before finally deciding on Birmingham.

The developer's decision wasn't based on having found the right patch of land or the trendiest building. Rare had found what is still the most valuable asset in game production; the right people.

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