Dumb down a game enough to where the average idiot can be successful, make death a minor inconvience, and provide an early rigid framework to "guarantee" success for a beginner. Then market the heck out of it early, have good graphics quality, and then let word of mouth do its job.
IMHO it succeeds because it feeds upon the overwhelming fear of failure which exists in the world today. By not offerring failure it makes people more comfortable and thus able to enjoy themselves, which is pretty much the point of a game from a players point of view.
Of course, for those who do not wish to be constrained by dev events, are not risk adverse, and like to be in cool looking ships, there is always
EVE ONLINE.
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