Video games and roleplaying

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I'm referring to roleplay in terms of multiplayer games.
What are your thoughts on roleplaying in video games?
Do you think it can be done well?
Has(and how) it been done well ?
Any other thoughts?
There have been a lot of games/programs that have attempted roleplay (Space Station 13 and any most other BYOND games, several garrysmod gamemodes, 2nd life, 3D worlds) with varying success.
I find that SS13 was the closest to enjoyable roleplay, with the most enjoyment coming from a server with no listed rules.
I personally find having to deal with admins and too many rules annoying and counter-productive to the enjoyment of the experience.