I think open world is cool as hell though. Something like Pokemon where your character walks around and can challenge others walking around to duel, cue music, enter match is a good basis. Pokemon and TAO were both pretty addictive and lasted longer than most anyone would have expected.
If in the world there are different things to explore it becomes fun for even the lobby whores who don't play often. Go run from one end of the world to the next, shoot fucking arrows at a tree or just go explore. Have cities/towns like Pokemon did, you don't need too much stuff in the world to make it naturally fun to explore. Then battles engaged in certain areas have similar background landscape to the region it was engaged in. Core game is TAO-like. World is broken down into open world levels.
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