I really like the idea of themes and settings in games and especially games set in the Lovecraft Mythos, but once I sit at a table and play...setting is quickly forgotten and I begin to focus on the mechanics of the game and the tactics and strategies needed to win the game.
I've experienced this in the Elder Sign board games as well as the A Game of Thrones and LotR LCG's. All I see when cards are flipped over are the numbers needed to defeat the challenge and move on to the next card. With Elder SIgn, I would a make a conscious effort to read the flavor text on all the cards as they were revealed, but halfway through the game I am skipping them and rolling dice and matching symbols. I enjoy these games, but just wish I could feel the theme within the game more than I do.
Any others have this issue? Any suggestions on how to make these games more immersive? My hope is that the campaign based system and continuity with characters will make the Arkham Horror LCG different for me.