The thing is it's very much a case 9f not seeing the forest because too busy looking at a tree.. it's all about the bigger picture..
The start of your post you said if there are no rewards people won't run the content. True. But it all ties in together with the economy and other stuff those rewards have to seen as valuable to be deemed as worth it or be an incentive.. and this is where deep dungeons provided the perfect example. In the first days the value of rewards from those sacks is very much worthwhile and everyone would run to every corner of every room. To explore and find them. But after the initial days when the markets are flooded with all the rewards they'll value plummets and so does the incentive to explore those rooms. The rewards for doing so are deemed not worth it.
How are you going to incentivise players to run and explore that content without valuable rewards..
Rarity is valuable. That's why when there's a shiny new mount you often see people showing it off because it's rare and perceived as valuable.. but then they inevitably add unsliced and let everyone have it effortlessly and you'll almost never see anyone use that mount ever again because everyone has it its perceived as common and worthless..
Rng is no bad thing as long as you can mitigate extreme bad fortune. Somehow. Ex primal for example have rng rewards but also mitigate bad fortune by providing a token you can save up and trade in. The biggest issue there is players grind the hell out of it because often it's basically the only thing to do that patch.
Everything is connected then trinity system the economy the reward structure not just items but gameplay. The jobs you can't really stand out to much for playing well becausendevs are so afraid to punish players who don't. Which is why something like landing a positional has no weight or Impact. Because can't punish a player for missing it. And by extention can't reward a player for hitting it.



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