[quote]Now if they were to go for gamerscore ... they're getting to know and experience a brand new world.[/quote]Not necessarily. You can go for achievements without paying attention to any non-gameplay apsects of the game.
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What I'm trying to say is if someone didn't care for gamerscore they'll just play multiplayer, like my friends do. Curiosity isn't enough to make them try something else like Campaign, but if they were to take an interest in gamerscore they'll need to play Campaign to get them and will be forced to play it and eventually take an interest in the game.
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They're already interested in the game if they're playing it. Not everyone cares about the story, especially when it is incredibly mediocre or plain awful (most CoD games).
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True, they're interested in the game but only one aspect of it, usually multiplayer, and they're ignoring all these other aspects of the game that the game developers put so much work into (usually).