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One of the most important parts of an MMO for me is to actually care about the world and to feel immersed in it, and a good story/lore presentation is vital for that.
Many mmos these days dont seem to bother with story or even lore in any meaningful way, they create utterly generic character customization, they dont even bother with creating some more unique memorable races that arent just human with slightly different accessories.
Sometimes they put the story intern write walls of text to put in random books in game that 99% of the playerbase wont bother reading.
FF14/Swtor are obviously designed around story and a unique example so no point focusing a lot on them, they are simply done right.
What other MMOs you feel created interesting lore and story that hooked you in and made you care about the universe?
Destiny 2 would definitely be one of them, even though as a new player nothing makes sense, if you stay around for a few seasons, see characters and interacting and the story it actually feels like an interesting universe.
The secret world was another great example, not only you are in the modern world but with secret societies fighting but there's also a ton of monsters and mysteries around.
Even if an mmo is great in the aspects of progression and visuals, like new world for example, the lack of coherent story and lore really makes you just "not care" about the world, you play it in a far too mechanical way rather than being immersed in it.
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Playing WoW after years of playing Warcraft 3 felt incredible, and I felt really immersed. But this may be a testament to Warcraft 3's story telling rather than WoW's, as I don't think I would have enjoyed it nearly as much without playing W3 first.
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Story is neglected these days, I would add the rather obvious ESO to the list.
SWTOR, ESO and LoTR:O are the big 3 here. These are really good experiences even outside the MMO framework(SWTOR and LoTR:O especially so). Guild Wars(both imo, but 1 more so) and The Secret World can be part of this. Cryptic games(Neverwinter, ST:O) are also quite alright. Iirc, Blade and Soul also had a good martial arts revenge story. Don't know anything about B/S these days though.
You also have MMOs that don't have a story that's of note, but have vast / interesting / beautiful lore. This is where the likes of EQ 2 come in. Very immersive experiences should you get acclimated to the rest of the game.
I also greatly care about gameplay. And how it's implemented within the game. This is where the games often fall apart. Ludonarrative disonance et al. I would rather have a game with weaker story, but greater immersion(say Warhammer Online) than a game like LoTR:O which is a work of art, but often flounders and flails around with gameplay elements. Such a thing(often visible in LoTR:O and ESO) instantly takes me out of experience. Making even EQ2, let alone SWTOR, more immersive.
Story is the least important thing to me when I look for a MMO to be honest.
Naturally a book can have a more fleshed out story because of the number words and depth it has but immersion in a game can achieve a very engaging and very different feeling of belonging to the actual world the game creates. This is simply because you're physically controlling the movements of the character you're playing and your actions and decisions have an impact that isn't at all like how you might feel about what the protagonist in a book does.
I certainly read a lot of books and yet I have never felt my experiences in a game as something very like them at all. I love being immersed in a game story and living it out. Perhaps my imagination just runs away with me when I am playing. For me every piece of dialogue and scene that unfolds before me is an exciting world that I can pretend to be part of.
I loved reading the Harry Porter books but actually being in Hogwarts was a totally different experience. It is of course a given that a well written story in a game has a lot to do with it.
In Everquest when I was playing and doing my Epic Quest I truly felt like I was going on a great quest and I doubt any book about someone else doing a similar quest would have managed to evoke the same feeling of finally holding that magnificent staff at the end of that ardous quest in my hands.
If you look at table top gaming how different is the experience of playing the game like Critical Role does and simply reading about them as characters in a story about their adventures. I am quite sure you can see the game is a vastly different experience from watching them play for instance or even when you play as one of them.
A story in a game and a story in a book are different things we can enjoy and be equally entertained.
Never played FFXIV but I found SWTOR way too forced and formulatic for my liking. LotRO was a bit better but it seemed far too WOW like back at launch and I've never been back so no idea what it plays like since.
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Just trying to live long enough to play a new, released MMORPG, playing New Worlds atm
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As far as Lore, I do want it deep. I want that as a foundation for widescale, but small, attempts to wreak evil for some cause or goal.
Imagine that the lore is based on other plane, such as the planes of hell and the elemental planes, and their excursions into our world are to gain some artifact, destroy some ancient enemy, collect souls or whatever.
I'm not too interested in one great evil wanting to destroy the world. I'd rather see a bunch of one-offs pop up here and there, and grow unnoticed until discovered by actual Player activity.
A lot of this could be directed by a GM, but be restricted to NPCs, until the GM achieves a basic goal, which then allows the GM to take a more active role.
Hell, this GM might even disguise himself as a human and interact with Players in a regular way, buying weapons, reagents, etc. to beef up his NPC minions.
Once upon a time....