I agree with the others about the 'immersion' factor. It's different for everyone, but the MMO I enjoyed the most was EQ, then probably WOW, EQ2, Age of Conan, then Warhammer.
Also, graphics have become a non issue as far as what gamers are looking for in mmo's IMO. I still can't play eq2 on the highest settings even though the game is 5 years old. However, with wow i can have it maxed out and the game is smooth. As long as an MMO can reach or surpase wow graphics I don't believe they are at all an issue anymore (graphics don't keep subscriptions). It's more about being able to sign up on a PC that is 3+ years old and being able to play smoothly.
I think the initial launch is the biggest part of an MMO's success or failure. Every MMO I've played either made it or failed on launch. You don't get those players back who quit early in the game because there's no content after level 30 or due to a common software or hardware crash. The exception is back when there wasn't any other choices like during the days of UO or EQ.
Overall the biggest gripe I have with MMO's of late is the MMO factor. These type of games have gone away from HAVING to group to gain levels, and having soloing as a last resort option, to making it easier to solo to get levels and many items. The result is less interaction with other players which is the main reason I've played MMO's from the beginning.
If Aion has any kind of buzz about it, then I will likely try it. However, I'm not gonna hold my breath and will likely cancel within the first couple months like every MMO I've tried since wow.
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It's time for the president to hand over his nobel peace prize.
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