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To an extent it is a generation X problem, or baby boomers. The young kids that got hooked early on are mostly now older teens or adults now. But that is only part of the core fanbase. Another (probably much bigger) part is adults that got hooked to the series. They are still adults now. Pottermore needs to be attractive to adults - and to keep them coming back to Pottermore it needs to stop being an endless repetitive hidden object game that you need to play to unlock the content.
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