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Back on the N64 Rare was the 'King' of making games that took 20+ hours to complete, 40+ hours to get everything, and had massive ammounts of multiplayer content .... They weren't alone in producing "long games" being that there were many games that were 20+ hours (and many had multiplayer content on top of that).

The truth is that single player campaigns are getting shorter, partially because shorter games require less content and are (therfore) cheaper to make, and partially because a shorter game with decent variety reviews better.