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Users buy games because they enjoy playing them, not because they enjoy installing them. Installing a game should be as quick, straightforward, and as painless as possible for the end user. Ideally, end users should not even see an installation UI; they should just be able to drop the game CD in the tray and begin playing.
Microsoft published an article that describes a set of best practices that can help reduce user frustration over the time taken to install a game, prevent unnecessary support calls, and allow users to start playing your game as quickly and painlessly as possible.
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