keza macdonald, video games editor at the guardian, thank you so much for coming on the programme.ends who post wildly popular videos. let's have a listen to one — this is them playing a giant game of hide and seek. i've shut down the biggest shopping centre in the uk foran insane game of hide and seek. the boys are starting in gravity on the go—kart. they're going to race into the shopping centre and hide wherever they want. here we go. boys, you have 20 minutes to hide! l go! let's go! we've been talking to the manager of the sidemen, jordan schwarzenberger, about the creative process behind the videos and the business strategy, too. so, the sidemen — i always say this now — the biggest sort of cultural export for gen 2 from the uk, really, and people have likened them to the one direction of youtube, as was in their documentary, and i guess how we describe the guys — they're seven real friends who started playing games together in 2013, literally grand theft auto. it's interesting because actually, ten—year anniversary of grand theft auto vi is about to come out and grand theft

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