This is an important issue. Despite games advancing graphically the storytelling aspect across the various platforms is largely underdeveloped and doesn't match the standard of the gameplay. Stories seem to be low on the priority list, behind the likes of gameplay and graphics, but for games to really compete with films we need greater investment in high quality scripts and plot. So many games today have predictable stories and although some gems do exist there are a lot of generic stories around.
When we look back over the years the most memorable games, such as Final Fantasy VII, are those with real investment in the storylines. Although I enjoyed Gears of War I can't even remember the ending, and the dialogue throughout was unimaginative and these detracted from its long term contribution to gaming.
There are some games like Mario, to which a story isn't necessary, but we still need more high quality involving story driven games. At the very least we deserve a decent ending!
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