1. This style of gameplay has most probably been chosen because it gives the target audience a chance to choose a favourite character. This means that they are actively consuming the media and taking part in it by bonding with the characters as opposed to passively consuming the media. This ties in well with the character posters which also focus on a particular segment of the demographic for each.
2. This is the most used social networking site used internationally at the present time, so by operating it on here the majority of people will be able to access it. It is also extra publicity because people playing on the game may not have been particularly interested in Sherlock Holmes before but are merely playing it because other people have been. This is brilliant marketing because it is from fellow peers.
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