Bioware has criticised current MMO games for having "no point" - and pledged that mammoth creation Star Wars: The Old Republic will finally bring real story to the genre.
The title - due for release next year - contains 'over 50 novels-worth' of voice-over content, according to Bioware.
Bioware designer and writing director Daniel Erickson told CVG that the Mass Effect studio had been disappointed by the "lack of fun" in other MMO titles on the market.
He said: "In the early days when they first announced that there were MMOs, like the existence of them, I knew in my head what that meant - because I played Role Playing Games. It was just giant Role Playing Games.
"And then MMO [games] showed up, and it wasn't that. It was the ruleset to an RPG: There was combat, and there were areas, but that was all. Someone had left out the module. There was no story, there was no point. You just kind of wandered around. And that hasn't really changed all that much over the years.
"We've always had that thought in the back of our heads: That Old Republic should be all the things we thought an MMO would be in the first place - which is all the parts of an RPG. Which means - and this is the most radical idea - it should just be fun. Like, just fun to play. You shouldn't be trying to ignore all of the content to get to the end as fast as possible."
He added: "I don't think that [MMO creators] set out in the beginning to say: 'Hey, let's make this a grind. Let's not have any interesting content here.' A lot of the better ones more recently have interesting content for the first few levels, you know - and some of them for the first 20 levels, whatever. But it's still not the interesting content you'd expect in a single-player game.
"The thing that has been a challenge for us on Old Republic is that people tried to convince us these limitations were canon - that they were to be respected, you know? That you could not, in fact, put interesting bits in an MMO because that was now sacrilege."
We reported earlier this week that The Old Republic has swallowed up EA's most expensive development cost in history.
Check out our The Old Republic preview here.