Use gameplay to tell a great story. It's the best way to go about it. Games ranging from indie to triple A listings are capable of this.
I think one problem that causes stories in games to appear "bad" to people is that the player gets removed from it during gameplay. Some games don't blend in the two properly and use cutscenes to fill in the gaps instead of trying to blend them. For example, when you are done watching a cutscene, you are given one or multiple objectives or something to do in the game. When you are in the game, you forget about the story because you are focused on completing the objectives given to you. The story then decides to open up again only when you complete these tasks. It's generally a huge offender when cutscenes exceed the capabilities of a game. Not all games do this of course, but I'm going to assume the games that sell high in the millions are the ones using cutscenes to fill the gaps.
I think it would help to not compare how a story in a game is told compared to movies and books because they all tell stories differently. I think that if people wanted game stories to be more like movies, you'd have a lot more cutscenes to deal with or if they wanted them to be more like book stories, you would probably have to use a lot of your imagination to fill in the blanks. I understand people make those comparisons to try to see how they "gauge" in terms of entertainment and quality, but at the same time, it feels those comparisons only use the rubrics of movies to games. It seems to defeat the purpose of looking at the stories in games, especially when a common opinion stated about a game's story tends to be "it's shit" instead of something substantial.
Instead of making comparisons, we should probably first see a story for what it is instead of trying to be the judge, jury, and executioners of game stories. Treat it like an english class assignment; look at the theme, atmosphere, mood, tone, symbolism, etc. See if there's anything you can learn from it, whether you find it to be good or bad. Open yourself up to it a little more and see how well it blends the gameplay with itself before making comparisons to stories from other mediums.
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