I usually want there to be some sort of compelling narrative, story or framework for what I'm doing in a game. Cinematic games do a much better job of keeping my attention throughout a single player campaign. Otherwise my main motivation to press forward is lost.
As far as linear vs. non-linear, a game being non-linear isn't necessarily an excuse for not having a good story -- see games like Red Dead Redemption. That said, some games like Mario don't need compelling stories. It's simply not a part of what the series is, what it stands for or what it's trying to accomplish.
I'm glad most game series do try to create a good story. The production values, the quality of voice acting, and the artistic assets have improved in quality each generation. I think we're slowly moving away from the days of "lolz video game stories".
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