But this is an MMO that focuses heavily on story, and for some players that's the main appeal. I don't see a world where the story is essentially shelved and this game becomes another WoW-clone. That will only cause it to be appealing to a different audience, not necessarily a larger one.
I do agree that non-story elements in this game, particularly in the open world, could use a lot of improvement. For as much as FFXIV relies on FATES they have always been one of the game's weaker activities. Guild Wars 2 has their own version of FATEs which are, for whatever reason, much more interesting and engaging (to me) than FFXIV's FATEs have ever been. The presentation and execution of them is just awful.
Outside of that we just have field-combat in the open world, which I think is doomed to dull because FFXIV is a tab-target MMO. That will never be exciting, especially to the type of people you probably hope to attract. The only time it gets remotely interesting is with the occasional A or S Rank as they have more than two mechanics. I don't think we're going to see FFXIV turned into an action-combat game anytime soon. So how else can it be improved? I played WoW for 6 years and I can't really say it was any better there.. perhaps only a bit more fun because the open world encounters were more dangerous.
FFXIV's dungeons can be entertaining, as can trials and raids. And unlike most MMOs crafting is fantastic fun, at least until you start relying on macros and guides to essentially automate the gameplay for you (at which point you come to the forums and complain crafting is boring).
But outside of that it's the field-content in the open world and the story, and of the two the latter is definitely the stronger feature of this MMO. There is a lot of story content in FFXIV I still haven't consumed, and I will say that almost every time I pull at one of those random threads I walk away from the experience thinking how crazy it is that I almost didn't experience that hidden gem, and that's almost always because of the presentation and story.



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