Setting: post modern tech-type world.
Primary game mechanics:
Loot = accumulate fame, fortune, and data
Leveling = an approx factor of the amount of the three gained plus experiencing incidents/encounters within the gameworld
Graphics on par with or slightly superior to Runescape
The carrot--Tangible game rewards attainable with-in just a few minutes of play
The stick, keeps 'em playing---Character obsolescence is possible if not character is not logged-in on a routine basis. Gameworld is constantly evolving