The way in which you join a team, and fight for the good of that team. It's clever, it's different and most of all it's expandable. It's unusual to find yourself in a situation where you're excited about the "fiction" in an online multiplayer only game, but in this instance, we actually are. Our screams of glee when we happened across official websites for each of MAG's factions are testament to that.
Check it out, each faction in MAG has its own faux-realistic company website:
There are even Facebook pages for each faction, and what appears to be a faux-news reporting Twitter account. Fantastic Zipper.
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