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3. Halo 3 - Everything about Halo is in one word: EPIC
I think you hit the nail on the head there. Developers are just bowing to the trend that more people play FPS's for the multiplayer content not the single player campaign.
I've played Gears. Its drab worlds, meathead designs, and gruesome spectacles are something to behold, but Halo's gameplay experience is far more diversified in part owed to its vehicular combat. I'll take the colorful vistas of Halo over Gears' "ruined beauty" any day of the week. And, Gears is also a fairly short game.
Except that's not true. They may spend more time playing the multiplayer mode, but show me the person that owns Halo 3 that hasn't played one bit of the single player campaign (barring recent purchases.) Developers are focusing on the 80% playtime/60% saturation aspect rather than the 20% playtime/100% saturation aspect. I'm not sure that's the best way to go. I don't see why the player can't have their cake and eat it too.
I enjoyed Deus EX 1 and 2