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The "gift" comes from Ludacris's character, Tej, in the films, so the email's copy was thick with his tone, calling out famous stunts viewers will remember. https://images.squarespace-cdn.com/content/v1/53040436e4b0658094bca3ca/1467075515666-EY0J13PU0N7EFB031TC1/Batman_Toxin.png Portfolio - Batman Toxin (Concept not deployed) Batman: Arkham Knight is all about fear, so why not embrace that in its marketing? The email's initial state shows long-form copy describing the new features of the game. But why are some words bolded? 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