I guess for me it's both. It's hard to find a game I like with both though as some are better at 1 or the other. Skyrim and Fallout have really additive gameplay with looting and such but I find the storys weak.
Only games I have played so far with both on this gen are probably Red Dead Redemption and Assassins Creed II and Deus Ex - Human Revolution.
I feel if a game has both gameplay and story chances are I will return to it again after finishing it.
a good story can pull you in and keep you gaming but gameplay can destroy any good story.
I would say 50% gameplay 40% story 10% graphics as this really do bring story's alive. Some parts of heavy rain was very eye opening for me.
one exemple is the command and conquer frances. CNC3&kanes wrath had the same gameplay as all the othere games but CNC4 changed the gameplay which killed the game. The tiberium story line "nod vs gdi" could not save this game. The story line still did sale alot of copys of this game but sale drop off fast once players found the new gameplay borying.
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