When you play a game, you usually want some of reward, in game or in the case of non -videogames, some real world reward. Some games don't always have rewards, and some of those don't need them because the game in itself it the reward. The desire for rewards fulfills your character's wants as well as your own want. Say you were playing an open world game such as Borderlands, except there was no random drops or quest items. Imagine how horrible of an experience that would be. Where your weapon never changes from your default and there is no incentive to complete challenges. You could go as far as saying that experience points are rewards. Many FPS games that are supposedly story driven do not have any reward system apart from completing the game sometimes getting your a new difficulty or small reward, such as Call of Duty. There isn't really an incentive to go on unless you only account for the story and thrill of shooting things.
A game like Destiny or Borderlands is essentially a reward simulator. Neither have gripping stories and are essentially driven by the want for higher damage and weird modded weapons, as well as leveling up with EXP. A lot of the fun factor of games is the reward, proof that you did something difficult or tedious, or just happened to kill the right enemy.
Borderlands 2 took this to new height by using this as an actual advertisement, knowing full well what people liked about the first game. Nuff said.
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