That's the thing about [i]a lot[/i] of games these days, they're geared toward the young and impatient population. A group of people who need to be spoon fed and kept constantly entertained with gimmicks and shallow gameplay mechanics to keep coming back. Sure [i]some[/i] of those techniques aren't bad but jeeze, don't go overboard.
Look at Battlefield 3, how many weapons can you get, how many attachments do you need?! Halo 4 even entertained this idea by having ranks related to available emblems... It disgusts me.
This is why titles such as Dark Souls/Half Life are very appealing; they don't you your hand, you're left to teach yourself. If Bungie steps in this direction with Destiny, I will have lost a lot of respect.
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Your Battlefield reference is by no means a cheap gimmick...
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To some extent it is, sure some unlockables is understandable and can add to the enjoyment of the title, but they went off the deep end. The gameplay is fun, yes, but a major factor in getting people to come back is an incentive of "Oh look what you'll get if you play just a little longer". Why couldn't the incentive be the gameplay on its own?
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As far as I'm concerned the gameplay [i]IS[/i] my incentive to play BF3. The plethora of weapons just provide a more varied experience (if you so choose to use different weapons).