Chewable Content

The average lifespan of an MMO subscription is 18 months. Compared to other types of video games, that’s a long time. Aside from the Diablo franchise and some of the more popular sports and FPS titles, the majority of video games don’t have that kind of longevity. Considering that a decent number of players keep their subscriptions going for even longer (for example, I used to hear regularly from folks who have played EQ constantly since its beta), MMOs have pretty impressive player retention.

But compared to a TV series, 18 months isn’t a very long time. A successful series can run many years with tens of millions of viewers every season. WoW, currently the most successful MMO, boasts seven million players after two years. That would be a failure by network TV standards–not counting the CW, of course.

Needless to say, the content delivery models for MMOs and television shows could hardly be more different. The typical MMO is based around having a lot of static content available 24/7, with significant chunks of new content available via expansions every six to twelve months. The average TV show offers at most 26 content updates (episodes) per year. Though on-demand television programming is clearly where the industry is going, the initial delivery of that content still comes at a very measured pace.

So given that TV gets so many more eyes on it than MMOs do, would trying a new type of content delivery be a benefit to game developers?

Even the most challenging of TV fare (plot-heavy series such as Lost or Battlestar Galactica) requires an hour a week from its viewers. (Though a daytime soap opera might offer five hours, the plotlines are stretched so thin that there’s really only an hour’s worth of stuff happening at most.) Television excels at offering bite-size chunks of content that are easily chewed by viewers.

Most commercial MMOs try to provide enough replayable content so that if someone wanted to play 40 hours a week, they’d be able to do so. The emphasis in the previous sentence is on “replayable;” there is no team of content providers in any industry that can deliver 40 hours per week of non-repetitive handcrafted content. MMOs are like an all-you-can-eat smorgasbord in which some of the entrees have been sitting under the heat lamp longer than others.

Perhaps MMO devs have become victims of the genre’s relative success. Because there are so many people who play 10, 20, 30, or more hours a week, devs feel that in order to be successful they have to deliver enough content to satisfy those kinds of players. Typical MMOs are built to require lengthy character advancement so that the die-hards don’t consume all the content in a week and unsubscribe. Conversely, that very delivery model alienates many potential players because they see the amount of content as too daunting or believe that too much time is required to achieve real advancement and fun.

A new content delivery paradigm is possible, though it wouldn’t come without risks of its own. So here’s my question to you: If an MMO was centered around the notion of delivering small, chewable bits of content on a weekly basis, would it be enough to hold your attention?

There is already some precedent for this type of MMO content being successful. Holiday events in EverQuest II and WoW are extremely popular amongst players, even though the content itself doesn’t take very long to consume. The events are fun, easy for any type of playstyle to complete, and leave the player satisfied at the end.

Another example of concise content is the newbie experience. It has become standard in MMOs to begin with a (usually) brief tutorial based around a controlled, carefully crafted flow of content. Though the newbie experience is designed to lead players to the bigger and more free-form sections of the world, the tutorial usually has a sense of completion on its own. In fact, there are many players who enjoy rolling up new characters more than advancing to the perceived endgame.

Way at the other end of the spectrum is traditional raid content. This is event-based as well, but is usually designed to be completed over and over again. The catch is that no matter how well it is done, the player’s goal is not to enjoy the content; rather, the emphasis is on replaying it as often as necessary to obtain the rare loot drops for a sufficient amount of the raid force. After one or two times through, the content is all but forgotten as the loot becomes the real source of enjoyment.

Imagine there was an MMO dedicated to providing a fresh hour of content every week that was available to every style of player. This would absolutely be doable by a dev team built to provide that kind of content stream–heavy on writing and events, light on new gameplay features. Granted, you’d probably want to mix such crafted content with replayable stuff as well, whether that comes in the form of static adventure content or other outlets that are more sandbox oriented (tournaments, contests, PvP, house decoration, etc.).

One might posit that a big reason TV shows can attract tens of millions of eyeballs is that they’re free to watch. Would American Idol be such a phenomenon if viewers had to pay $15 a month for it? No, but on the other hand there are plenty of people who subscribe to HBO solely on the strength of original shows like The Sopranos. HBO gets them to pay because they want a specific show, then provides a lot of other content to keep viewers coming back.

Many players of current MMOs would likely see what I’m suggesting as the ultimate “casual” MMO. But remember, casual play should not be defined as a factor of time invested. A show like Lost has both casual and hardcore viewers, yet they all watch the same hour each week. The hardcore fans analyze the show more deeply and spend more time discussing it, while the casual viewer tunes out of the world after the hour is over.

Maybe for it to work to the same degree, such a game would also have to get rid of conventional MMO trappings like raiding, slow level progression, and the concept of rare loot. Jettisoning such tried-and-true formulae could very well turn away fans of this traditional content, many of whom are the loudest voices of today’s forum communities. But even so, if the content you were providing had enough depth, you could very well build a whole new kind of hardcore playerbase regardless of the time necessary to consume your content. 

All of this would be a big change, and likely one that is scary for a lot of MMO devs to think about. But the potential for attracting a huge audience is there, even if you risk turning away the traditionalist who wants a complicated game with a lengthy path to uberdom.

Bloggers keep clamoring that the MMO genre is hungry for innovation. The question is how far people are willing to go to achieve it.

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Steve Danuser, also known as Moorgard, is a a writer, editor, and game designer.

24 thoughts on “Chewable Content”

  1. It sounds like the last sentence should be:

    The Question is how much people are willing to give up traditional MMO structures and how much would they still be willing to pay per month?

    For me personally, as much as I love new content, I don’t think that any types of storylines like Lost, BSG, Heroes would be able to be told via a periodic MMO in a manner where I would be as engrossed with the characters as I am with the show. I think it is the “do nothing and just watch” characteristic which allows me to get wrapped into the storyline. Do I love watching Lost? Yup. Would I play a Lost MMO? Nope. Same with BSG, etc. There seems to be a huge chasm for me between plopping down on the couch and watching a great story and actually wanting to participate in that story. I honestly don’t want to influence it. I want it to be told by the writer. In a weird way, I like not knowing anything about Heroes (minus the ‘next week’s preview’) about the shows in the future, the draw is knowing I don’t have to do anything about it but watch it next week. I think that all changes when I start to have an influence on the show. The first season of Lost I was way into researching and forum boards and all that jazz. By about 5 episodes of season 2 I was like ‘wtf am I spending time on this for?’ The ultimate draw of the show is that I want the writers to come up with ideas I never could. What is the use of coming up with ideas on my end then? Don’t I have better things to do? I can just wait till the next episode and see what happens. I don’t feel like working on this, let the story flow. I don’t want to change the story.

    I could very well be the only person who thinks this, but I don’t want to change the show, I just want the writers to create interesting stories for me.

  2. I absolutely believe there is a market for such frequent quick-blast content delivery. I’d personally like to see entire areas phased in and out as part of an ongoing storyline that all players can partake in. It can be driven by moon phase, calendar, or even better.. dynamic elements directly resulting of the actions of the player-base.. such as mood in a particular location.. balance of good vs. evil.. %# of a certain quest line completed towards a particular goal.. that sort of thing.

    So, there could be a “constant” game which is sort of a revolving/evolving epic battle of good vs. evil, with benefits and consequences tied to the outcome of that given period.. then there would be weekly/bi-weekly creative quest lines to partake in that guide you deep into the REAL epic nature of the story and make you salivate for the next in the series. Like a graphic novel on crack ;)

    Seriously though, players already look forward to patch days just like they do episodes of “Lost” or “Heroes” on TV. The draw is already there for patches, upgrades, and the “what will they do next?” factor. Introduce a steady stream of limited-time content into there and you’ve got yourself a winner. How about in-game trophies of sorts for those who have participated in certain storylines (incentives to keep your account active and not miss a week/two-week period of play)? Once you open that can of worms Danuser, the ideas pour out like.. err.. well.. like worms I guess.. hrmph.. ok let’s say they pour out like a can of CHILI instead.. they’d pour out like CHILI, OK? =P


  3. i think a dynamic world is critical to keeping people involved. with that said, the guide program and live quests are rediculously underutilized in EQ2, and I think that is a fatal mistake.

    lol, the CW.

  4. “A new content delivery paradigm is possible, though it wouldn’t come without risks of its own. So here’s my question to you: If an MMO was centered around the notion of delivering small, chewable bits of content on a weekly basis, would it be enough to hold your attention?”

    Yes. I’m assuming that the small chewable bits of content taste good of course; If its the MMO equivalent of rubber chicken I’d have to pass.

  5. Certainly having high-persistence, large effect content could energize the player base to become attached to what was happening. If every week something happened to change the game world – say, a meteor hits a city – then “casual” players could go view it. The casual player would log in, see the crator, and go “whoa, that was a big meteor!” After poking around a bit and exploring, s/he would then go on his/her merry way and either check out the rest of the world or logout. Those who are more “hardcore” could explore the reasoning behind this by interacting among themselves and with the content. Each episode of content could cause the casual player to log in and explore it, and intrigue the hardcore player to interact with it.

    The world would lend itself to a sandbox, however, since player interaction would replace content as the way to become deeply immersed in the world. Just as community boards and informal get togethers increase your involvement with TV shows (“Did you see last night’s episode?”) a sandbox world would lend itself to players acting on their interpretations of the content.

    The difficulty would be finding out how to make such a world profitable. Your example of HBO is probably the most viable model: the game would be advertised on its content, and people playing for the episodic content would be drawn into everything else the world has to offer.

  6. It’s an interesting concept, but I think that this model on its own would not be enough to keep my interest. I like the free choice combination of roleplay and gameplay elements in current MMO’s. While I enjoy the events in EQ2, I don’t think I would find them satisfying as a steady diet. I want longer term goals if you want to keep my loyalty. I don’t want to feel constrained to doing this weeks content before it is gone. That smacks of high pressure salesmanship and I won’t do it.

    I used to subscribe to newspapers and magazines, but I don’t anymore. I got to news websites and blogs that have a wider variety of content and opinion available 24/7. Truth to tell, I don’t watch TV episodes on a weekly basis. I watch a few TV episodes on DVD and movies, which I find to be higher quality, and I do this as it fits my schedule, not the TV networks. The 24/7 model has certainly taken over for news and sports. I don’t see those types of activities going back to periodical content, and I don’t think that will be a good model for my games either.

  7. Episodic content in an MMORPG? Yes, please! It doesn’t even have to be weekly. Asheron’s Call had some great success doing monthly episodic content, and EQ1’s Quest Troupe did a very good job as well until the player population grew so huge that it overwhelmed them. SWG tried it at first but quickly abandoned it due to being overwhelmed with bugs.

    If I were to set about building a game based around episodic content delivery, I wouldn’t approach it much differently than a “standard” MMORPG. That is, I would go ahead and craft a rich and detailed world, with plenty of static content to go do. Places to go, monsters to kill, quests to complete, and so on. Things that can be done “at leisure” by players no matter when they come to the game.

    And then every 3-5 weeks I would change something as part of an ongoing storyline.

    Suppose my game has three races – We’ll call them Humans, Elves, and Dwarves. Each race has their own city and engages in trade with the other two. When the game starts out, the three kingdoms are pretty much doing their own thing. The first month (or so) of the game is people learning the world, learning to play, and so on. Then the plot starts moving.

    Update 1: An evil human necromancer starts a plague in the human lands. New quests and content are introduced that center around that.

    Update 2: The plague is getting worse and since most humans are farmers, a famine has set in. The dwarves, who buy food from the humans, start looking for places to set up their own farms. The elves, fearful of catching the plague, shut their borders.

    Update 3: The humans locate the source of the plague (the necromancer’s lair) in an old ruin somewhere and start looking for adventurers to put an end to it. (Think a one-time event like SWG’s Battle of Restuss or something). In the meantime, the dwarves have found land for farms, over by the elven border, but the place is full of monsters. So the dwarves send their army to root out the monsters and make the lands safe for farming.

    Update 4: The human lands are recovering from the plague, but because of the famine there’s a minor revolt going on, all sorts of civil unrest. Also continued exploration of the ruins where the necromancer was have turned up a strange room. The dwarves have made progress clearing the monsters and are looking to import farming talent. And the elves are tightening up their border because there’s a dwarven army on their doorstep and civil unrest in the human lands.

    And so on. You could continue this for months before you’d have to introduce a new catalyst. Players get a sense of wanting to “tune in” every month to see what’s going to happen next. Will the elves execute a pre-emptive strike on the dwarves? Will the human king be toppled by rebellious barons in the wake of the famine? What’s the secret of the chamber in the ruins?

    Episodic content meets MMORPGs. Very doable, I think. Without having to sacrifice much either. What you need to do it is a well-designed virtual world, a nice plot hook or two, and the technology to be able to run massive one-time events and make it look easy.

  8. Let me change this sentence:

    “Bloggers keep clamoring that the MMO genre is hungry for innovation.”

    You should make it read:

    “Bloggers keep clamoring that the MMO genre is hungry for innovation as long as you don’t change anything they like about it.”

    Someday I should go on a rant about how everyone says they want innovation, but almost everyone is afraid to make or even play something innovative.

  9. Actually, I think there are a lot of people looking to make and play innovative games. What’s lacking are people willing to bankroll such ventures.

    I bet the biggest source of real innovation is going to show up on services like Xbox Live and other on-demand outlets through which games can be brought to market at a relatively low cost. Few venture firms will be willing to put up $50M to create a totally new type of MMO, but it may be more feasible to throw a batch of $1M games at the public and hope a few of them stick.

    The trick is not to innovate for the sake of innovation, but to innovate for the sake of fun.

  10. I’d love to see more content like that. I’m one of those people that LOVE the beginner dungeons in EQ1 and EQ2. I’ve lost count how many times that I’ve gone through them. However, I would also be considered a hard core raider in EQ1.

    I would love to have new content for both of these areas on a weekly/bi-weekly/possibly even monthly rate. (Though I think monthly would be pushing it to the limits.) Even if it was technically the same content. I’d love to be able to come home on Thursday or Friday knowing that our guild was going to have all new raid content to blast through. New story lines to read through.

    HOWEVER, I would also have to say that this content would need to be scalable. Not just for level, but also take into account the gear that each solo/group/raid member has. Not only scaling the difficulty of the encounter, but also scaling the rewards.

    One thing that I always loved about Blizzard games (until WoW) was the cinematic scenes that they had between important missions/levels. I would love to have something like that as a reward for finishing a dungeon. Yes, I know some people are just going to post all the movies on the internet eventually, but I would be one of those people that would be trying to log in right after patch to get together with my guild/group to go beat the new content to get the new movie and see where the storyline is going this week.

    You don’t necessarily need to slow down leveling. If the zones you go to scale not only in difficulty, but also rewards. Players who want to be the highest level with the best equipment can do every zone multiple times or if they have a favorite they can do that one over and over. You would have people who are caught up in the storyline and only come play through the zone once each week. Then you have the players who play 40+ hours a week who come play through zones over and over.

    I think that the possibilities for a game based on that kind of model could be amazing.

  11. Some of the best MMO experiences I ever had were done within the old MUD’s and MUSH’s of yesteryear. A great many of the areas within those MUD’s was actually player created.

    To be fair, the development time/resources involved were far less than what is required for an average current generation MMO, but the concept lives on in games such as NWN/NWN2. In fact, take a peek at Ryzom or even Entropia to see how a game can be used as a platform for players to step in to take over some of the “development”.

    Personally, I think the next real success will be in a hybrid between the static and the dynamic. The Matrix Online had a pretty good start with the concept, but was ultimately never able to overcome its own poor mechanics and relatively uninteresting gameplay. However, the game itself was changing, and players held a great deal of the pull in how the game changed.

    Take a game such as Everquest 2. It’s one thing to promise an “epic storyline of good vs. evil”, but then to deliver a relatively cliched and stale background where Freeport and Qeynos characters group together, go kill badgers together, and then at the end of the day go back to each others cities to hang out together.

    Take the resources going into Frostfell or Brewday (fun though they may be) and toss in a monthly or bimonthly “story” event that affects the actual game world in some fashion. In August, Lucan starts sending Guilds to attack Qeynosian trade ships near the isle of Everfrost. Set up the event so that Qeynosians can run some quests which eventually lead to them boarding the ships in Qeynos Harbor with the intention of protecting them. They enter an open sea instance where they basically come under attack by a privateer and must repel the scurvy seadogs. On the flip side, Freeportians are running quests to disguise Seafury ships and to help supply Gunthak crews who go out to attack Qeynosians. Freeport characters might end up in a different open seas instance where they not only have to attack the Qeynos ships…but have to hide their true identities as well.

    After 2-3 weeks of this event, tallies are totalled behind the scenes and SOE comes up with the results. Did the Qeynosians find out that Lucan was secretly attacking their trade vessels, or did they fall for the ruse after all? Were enough trade ships able to get through to help set up a new Barbarian outpost in Everfrost, or were the Freeportians able to thwart the attempt and use the supplies to set up their own outpost?

    Either way, something gets set up in Everfrost as a new little village. New quests which work in favor of one city over the other are put into play. Players feel that they had a hand in the shaping of the rebuilding of the Shattered Lands…and realize that there’s more than just lip service paid to the conflict between Freeport and Qeynos. Tune in next month for the next exciting chapter of Everquest 2…

    Right now, the story’s only told really through static quests and expansion/adventure pack releases. Rarely will we see something like the prophet quests within the world of Everquest 2…but even then, it’s not as if player actions really changed things. If anything, it’s like playing through a Final Fantasy cut scene. Sure, you’re moving the characters around and pressing buttons…but are you really going to change the outcome of what’s about to happen?

    Dynamic content should mean more than “at least it’s not static”. Players should have a legitimate chance to affect the storyline through their actions…even if that choice is made by an aggregate or average of all the actions taken together as a whole.

  12. We have centered all character building around levels. The race to 60 or 70 is what all of these games gear the player base to do. That produces the grind.

    If you introduced shorter bursts of content then you could change the motivating factors. We slash and grind to gain a level to wear different armor or gain spells… but what if we did quests to earn a trade, skill, spell, personality shape? what if in these small contents you ‘shape’ your character totally and/or age them rather than just grind out the levels? I know a concept of this has been introduced in static single player games but has it been explored in a MMO? Dev’s introduce “other” things to keep players interested and to slow down the leveling process to keep them paying that monthly subscription such as crafting etc. So yeah, this might work but perhaps you need to assess your player base and their style of playing.

    I think that you will see two distinctly different player groups out there, certainly you do see this now. A younger crowd and the older crowd that still love to game but are faced with family responsibilities, work and social obligations. If you want to keep and attract that crowd then your idea of shorter content is certainly appealing. Now with the way the current MMO’s are, if you only have an hour to play due to other obligations, you just might not log in because maybe you didn’t want to craft and LFG can sometimes take just too much time. This would qualify buying a subscription if you could play something substantial for an hour.

    Beyond that? WoW=EQ2=GuildWars – starting to get the feeling of been there done that… flounder, what next?

  13. A more episodic experience might reach a lot more people; but you’d have to take care and craft it that people can jump in in the middle without getting completely lost. So building a story within the game would mean more of an addition to the game, versus completely reinventing the wheel. It could be overlaid on many different current MMO’s. Missed the first 6 events ? No problem, just kill some of those orcs over there before the next one. I liked Talaen’s ideas.

    Now to reinvent things around episodic content – have people in-game acting things out for the players. Involve splashy visuals and extravagant effects. Simple storylines easily digested. Have some way to deal with any disruptive players – zap them with a wand and they’re ported outside the event area.

    You’d have to make your money with advertising. Who wants to pay for a few hours of content a week ? And if your focus is episodic, there shouldn’t be much for players to do other than talk over the latest happenings, which means most players log in only long enough for the events.

  14. The problem might be the recycling of zones and textures and players saying, ‘This is just a rehash of X zone with different dialog.’

    We don’t really notice the setting or backdrop of tv shows. Archie Bunker, The Honeymooners, Alice and similar shows were all one setting. Later shows, ER, Lost, LA Law and similar used several sets but not more than a half dozen or so.

    How many people would play a game where the same 6 instances were recycled over and over again?

    Even in EQ2 I hear people talk about how one zone is the same as another zone. With the multitude of zones in EQ2 people still notice when one is recycled.

    Now, if the idea is more LIVE events similar to what the Matrix Online was promising, then perhaps episodic content could find a home.

  15. I think it is a playstyle issue — if you are new or progress slowly and do lots of quest — dynamic content would constantly make you fee you were being left behind. If you are level 70 and run an Uber Raiding guild then yes you want dynamic content since you really don’t care about the rest of the player base. Those players who race to level 70 and raid constantly want new content, but they are a minority of the player base so perhaps they need to move on to another game instead of demanding content just for them.

  16. Honestly, I think that Anarchy Online had it for a while. There would be these videos that the player base could watch that detailed a storyline to continue to drive the characters. As well as the continued story would change based on what the player base did. The reason they stopped this is because of the investment they were having to put into the videos, writing, observing of the player base, etc.

    “Chewable” content isn’t something that I would see gaining a lot of traction in the community unless it was done to a point that anyone, anytime, anywhere could watch it. Unlike “Lost” and “Battlestar Galatica”, online games involve many people from many countries and many time zones. With TV shows they can show them in that country/time zone at the appropriate time. With online games, that’s not so much an option.

    For the immersion that Moorguard is talking about, there still needs to be a storyline, something that is driving the player base to actually do something and not just grind through levels/missions/etc. The downside to this is the cost behind creating a dynamic and active storyline. Most companies don’t want to put that kind of capital behind full-time story writers, graphic artists and video producers. Yes, there are games with grand lore and history, but very few that have an active over-arching storyline that a affected by the player base. That almost requires a full time team to do nothing but monitor what the player base is doing as well as another full time team to generate the story as well as dictate the direction of the story to the development teams and beyond.

    The bottom line is the thinking of the publishing company. MMORPGs will have to evolve and change to survive. I think that we can all agree that there are only so many ways you can role play fantasy and grind levels. Companies will have to put more into the investment of the game and take that scary leap of faith and attempt it. Unfortunately I don’t see that coming from SOE or Blizzard, mostly because of their size. It will be the smaller, more nimble, more to lose companies that will go out on that limb to make the next “Killer App”. Unfortunately, with most smaller companies, they don’t always have the resources to maintain the vast expenditures that are necessary to continue the initial investment or have to compromise on other things, like server stability/reliablity to ensure that they can still get the game out on time.

    Episode style or “chewable” content is a buzz word, and one that I personally feel should either put up or shut up. Episode typically means more than one part as well as on a consistent basis. I have yet to see anything that warrants the distinction of consistent when talking about the gaming industry as whole, let alone the fickle nature of the MMORPG portion of the gaming industry.

  17. I agree it is possible to introduce episodic content to MMOs and have them be popular. EQ2 did *similar* types of events such as the building of the towers, freeing of the frogloks, and other events that you had to participate in to get anything out of, and could not be repeated once they had been completed. As someone who was a “late comer” and “missed” the episodes, I don’t need any “catching up” I just realized I missed it and should pay more attention the next time something like that happens.

    To apply such mechanics to the game in its entirety could greatly assist in removing the feeling of “grind.” In fact, as an old pen and paper RPGer, one of the greatest thrills was not knowing what to expect next. Having static quests that can be mapped out and defined and published as guides and distributed kind of removes the spontaneity and adventure.

    Another interesting sort of hybrid of the concept reminds me of the LDON quests in EQ1, or even the tears grifters quests in Majdul. There was at least some degree of variety to it.

  18. My experience with “live events” in EQ1 was pretty negative. They generally seemed to be a chance to the GM’s to slaughter all the players in large numbers. I never participated in them as they were death traps — I remember the skelly invasion of Qeynos and the return of some one evil to Kithicor Forest. I heard that the ground was filled with dead players.

    I missed all the live events in EQ2 – wasn’t around for the Frogloks or the Griffin Tower and skilled the Ulteran Spires. I know that a lot of people were very angry after the Ulteran Spires as they had worked hard to collect the stuff to build the spires and then Uber Raiding guilds showed up and killed the dragon and got all the loot and those who built the spire couldn’t even get an invite into a group. That is sort fo thing I don’t like about live events — they have to figure out how to keep uber guild and raiding guilds from showing up at the last minute and grabbing all the goodies. I think EQ2 needs to take a hard look at running live events as they honestly don’t do them very well.

    I actually think Blizzard ran their live event — the openning of Ahn Qiraj – a lot better. They made it a sever contest and you contributed by getting supplies from harvesting. And then when whatever it was you were getting the supplies for caused the gates to open, everyone online at the time got to go through the gates into the new zone. I think that was a more equitable treatment of people that what SOE does in their Everquest series.
    Also the fact that there was no UBER loot to be snagged by selfish raiding guilds also made the event work better.

    As for static quests for which there are guides — well no one is forcing you to use them — you can always do the quest without.

  19. This is exactly what I expected to find out after reading the title Chewable Content. Thanks for informative article

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