The creator/group of the game should be able to edit the page of the game so when people click play it gives a unique look to each game. You could kind of refer to the App Store games because some of the games have special and unique looks to them. You would be able to change the background image, the play button, and you could have preset themes for people too. All of these images would be moderated and you could even make it for people who have a certain amount of visits in that game to change the images.
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