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I think emotional connection to games is big for a lot of people now. It's why action/adventure games with strong stories are so prevalent for winning awards and goty. Because games that have deep stories and characters that connect with you are the games you remember and mean the most to you, compared to something like mario bros that may be a great fun gameplay, but it's not something that makes you think or impacts the way you view life. lol.

Some people want more than just solid gameplay.