The big hit game of the season for location based entertainment is Oshare Majo Love and Ruby (Fashion Magic Girls Love and Ruby), a game based on collecting fashion items and dance performance. Girls show up at gaming centers armed with binders fulll of cards depicting different fashion items. After inserting their 100 yen coin, the girls get a new card from the machine to add to their collection. They then swipe cards into the machines to dress up the characters, and pick a place to dance and show of their fashions, banging a tambourine in time to the dance beat to try to get a better score than their rivals. Seeing little girls lined up in front of arcade machines is an intriguing new chapter in the ongoing gender politics of gaming.