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I think that there is a danger here in mixing up UPS, features, and hooks.

All marketers accept that selling by using features is hard. You should use benefits. (A washing machine doesn't do 1,200 RPM and have a category A eco rating): it dries your clothes faster, saves you money and is good for the environment.

Similarly with games: using USPs as a list of features is totally pointless. Turning them into a list of benefits (which might be "be scared witless", "play for hours against your friends" or whatever) is different.

but also a hook (which can also be a USP) can be very powerful. A hook can be a meme, but it can also be "exploding dinosaur eggs" for a match-3 game or "Jetpack!" in an 8-bit classic.

In other words, beware throwing the baby out with the bathwater.

Enough cliches. Back to writing.

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