Most games i play have to have some interesting setting or story going on.
so for me, story/setting is more of a hook then pure gameplay, but that's not to say that I like story to the exclusion of gameplay.
If for instance were talking about like a Mario game where gameplay is king, that's one thing the because the entire point of something like Mario is the gameplay. But if you got game is emphasizing a world or trying to tell a narrative and that's what got me interested in the first place? If it's a long game, and it's story sucks or drags i'll lose interest after a while. Unless the gameplay is so spectacular (and usually it's not), i'll put the game down.
Now a game with a cool story/setting but terrible gameplay, unless getting to the next segment is a not a chore and brief, then i'll drop it as well.
If it's gameplay is merely adequate, that doesn't tarnish a game if it's story is really good. a game like Spec Ops : The Line would be an example of this. It doesn't change my mind that i prefer The Line over practically 90% of military shooters in the campaign department. Which usually rely on set piece spectacles roller coaster rides then telling an interested narrative. whether it's campaign is entwined narratively with it's multiplayer aspect or not is besides the point.
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