Ok, so, I dived into this on a whim. Actually, my first impressions are not good, though hear me out.
Problem 1 was mostly my own fault- I had tremendous problems actually downloading and running the game. This was in part because I bought it through Steam (for conveniece) but I wanted to run it out-of-Steam, as I think MMOs don;t run brilliantly through Steam what with them having their own launchers and patchers etc. Unfortunately, just copying the Steam files over to where the independent client wanta them didn't work very well (and downloading it again, at forty gigs, was not palatable). However, the very sluggish nature of getting my account up and registered was not my fault- possibly caused overload as Free-to-Play just opened.
My second problem is that, thus far, the game runs like absolute crap on my system. I can barely do anything without stutter and horrific popup. Now, my computer is showing its age a tad and I intend to upgrade next year, but it is far from prehistoric, and this is happening even on lowest settings. This is apparnetly somehting I am not alone in, so I followed advice like turning of DX11 and initiating a database repair- only for the repair to take another two hours and THEN do another hour's of re-downloading after that, so it was getting to the point where I had spent the whole damn day just trying to get the game actually functioning at all. It was still slow afterwards. This cannot help but be very disfavourably compared to Guild Wars 2. The Secret World is not a very pretty game from what I can see. That's not a huge deal for me, but the fact is that GW2 is much prettier- and runs on my system with no trouble at all. I hope this is some relatively temporary issue with TSW, else it shows terrible issues with optimisation. Maybe it's server-side again.
Thirdly, I was disappointed with the start-up. The character creation choices are very limited and unattractive. The amount of cut-scene and loading time when you are starting play is huge, and I was almost in torpor before the game actually started- this as opposed to GW2's virtual adrenaline overload in creation and your beginning of play.
Fourthly, I was disappointed by the initial style. I was expecting a slow discovery of weird magical stuff and the opening up of this 'secret world'. Instead, with some very clumsy exposition, you are just given magical powers immediately, tooled up for your chosen organisation without a word and sent off to kill zombies on an island. Ok, so fair enough for getting people to the action, but that's a completely wasted opportunity.
Fifthly, many of the game's choices are deadly conservative. I am back to old familiar MMO issues like old-fashioned quest design (kill six zombies... now kill another six over there...) and queueing up behind a quest trigger whilst other people use it before me, all things that GW2 has thankfully done away with. One of the best things GW2 did with its world exploration is that you were always pleased to see other people because they could only ever help you. Here, when I am seeing other people thus far, I know they are going to to slow down my quest completion.
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So.. you'd be forgiven for thinking I was outright trashing this one. But no- there's actually something to this. I can DEFINITELY see why it was never going to get anywhere on a sub fee model, because it has nothing like the kind of pull it needs to snag people in like that. But there is something about the style and the world they've built (delivered with the subtlety of a brick to the face, but still compelling in design) and the weapon mechanics which I can see adding up to something entertaining on an F2P model (and the game is relatively cheap).
So, assuming it actually runs properly on my computer, I'll get back to you on how it works out.
Oh, and I understand it has open access to partying up with people on other servers, AHEM GUILD WARS 2...