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A well thought out, well written world. One that makes some internal sense.
Unless you are positing that the players are amnesiac aliens dropped onto a blank canvas planet, the characters need to have some sort of grounding in knowledge of the world they inhabit.
If you are holding out for the perfect game, the only game you play will be the waiting one.
Assuming you are talking a MMORPG and not just a single player RPG. Avoid static spawns. If I walk into an area and then visit it again 6 months later I should see something different this time.