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A new online video from The Viral Factory demonstrates the ability of Philips' new amBX technology to bring video games to life—at the expense of the lives of a few gaming geeks. Using multiple devices in a room, amBX extends the experience of playing a video game or watching a movie by adding surround lighting, sound, vibrations, air movements and other effects to the customary sights and sounds of a TV screen, creating a truly immersive entertainment experience. Bullets and ass-kicking soldier not included.