Titles like Infinity Blade 2, Real Racing 2 and The Dark Meadow showed how the additional power could be used to change the conception of what a mobile game can look like.

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It will require you to change your whole conception of the universe, if you will be so kind as to indulge me in this mind- thought experiment.

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But that will change as the project moves from conception to delivery.

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"It was so true we had to change our story slightly between beginning and conception, " says the creative director.

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Its members are collecting signatures for a petition to change the law so it defines life as beginning at the moment of conception.

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