I think you may be misunderstand the problem with the campaigns. It’s the combination of their mandatory nature and the static position (it’s the same every time you do it) at the core of why it’s boring. Then compound it with being needlessly long because devs feel like they need to have more “content,” a sentiment I truly understand the reasons behind (they are simply mistaken as to whether players will see it as content), and you have a real longevity issue for your game if it either lacks content people want to repeat or is gated too much by the campaign itself.
That’s why I suggest that there are really two best methods for approaching the problem, given that the devs already put the work into forcing the campaign into the game.
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Make the campaign more fun and interesting
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Make the campaign entirely optional in favor of other content
I heavily bias toward number 2. It’s not even close. The reason is that number 1 is more like a band-aid than a solution. Number 2 gives the devs considerably more freedom to explore other ideas and engage the players at a higher conceptual level.
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This is only a half truth.
The problem is that the “how you get there” will always look roughly the same because early game options are so limited (and boring!), which means the game doesn’t really begin until some point in the mid-game where the build’s identity really begins to come online.
It isn’t that they want to just start at max level with everything optimized. It’s that the first (roughly) one third to one half of a character’s leveling is pointless grind rather than interesting progress. This ties into my point above about why campaigns are boring as well.
The half that’s true about your conception of the issue is that people want to play with a variety of builds and experience the identity of those builds asap. Everything until then is empty, unsatisfying busy work.
Using PoE’s campaign as an example, and you can find this behavior in Grim Dawn and other ARPGs as well, what you see is that people work out “optimal” leveling builds to blast through the boring stuff as quickly as possible. The idea here is to minimize the chores aspect of the gameplay so they can get to the fun part. Yes, “fun” is subjective in this sense, but the issue is the same: early game is really dull in a lot of RPGs because this is the “accepted” method to represent progression.
Grim Dawn got around this to some degree by front-loading a lot of skill points and then tapering them off as you reached higher levels, meaning you got to get into your actual build fairly early on. They contrasted this by having the more interesting itemization options more available at higher ilvl, so you always had something to look forward to and enjoy in the moment.
It’s that last part that so many RPGs miss–not just ARPGs.