You're going into the realm of Intrisinc vs Extrinsic motivation here, and seem to have the opinion that extrinsic motivation is not fun. In so much as hating your day job I may agree.
But extrinsic motivators can and more often are a lot of fun and enjoyment for many people. This is true with many hobbies or pattimes.. You can play soccer.. Intrinsicly just have a bit of a kick around with your friends in the local park for a laugh. Or extrinsicly form a team for a local league or tournament with the aim to win that cup or trophy. Doesnt suddenly mean its not fun to take part in.
Arguably with the age of the internet extrinsic motivators are a bigger driving force than ever. With many people seeking fame or other forms of recognition for everything they do.. From how many likes your recent facebook selfie got. to how many followers you have on twitch or subscribers on youtube etc etc.
I personally have a hobbie of flying model helicopters and airplanes and while I often fly them just for fun. I also push myself to be better at it because I sometimes enter flying competions win a few trophies or even get hired to do arial photography, and there's a great deal of fun and satisfaction in winning a trophy or taking that perfect photo..
Video games are no different. Extrinsic motivators are often a great deal of fun and incredibly satisfying...
Intrinsic fun is often pretty shallow and short lived by comparison. In a way you can see this in xiv with the way in which it makes everything ridiculously easy to obtain.. a new player today might go and get the pony mount from ifrit today and have fun riding it around today... tomorrow though it'll probably be forgotten about and never used again.... already bored of it because theres no extrinsic value associated to it.
Another example Mobile gaming.. Mobile games are often designed to be simple and heavily intrinsic. but the result of that is they come and go very very quickly.. download it today play it on the train home.. uninstall it 2 or 3 days later already bored of it... Which is why many are so in your face with microtransactions because if they dont get your money in the first 48 hours they never will.