I think (depending on genre of game) well written text *is* inherently fun to read providing that:
- it is well written
- it is not page upon page upon page of wall of text. It's a game not an eBook.
- it is easily readable (large enough and in a clear font without eye-straining colours)
- it is not displayed at inopportune moments
- it has simple interaction, i.e not constant clicking for each tiny piece of text - thus disrupting your reading flow
- when displayed, it does not rush you to finish reading it (a timed fade out etc). A story/text break provides a nice opportunity to go and grab a cup of coffee then come back and read it leisurely - perhaps taking a break from the any preceding action.
Many games (on first play) I have read probably >85% of the text fed to me. Playing a game through a second time though I will tend to skip through most of it (and it is highly annoying if I can't).
Good writing is paramount though and humourous dialogue definitely helps. Who didn't read almost all the text in Monkey Island games for instance? And who didn't enjoy it?
Eve Online frustrated the hell out of me with some of their text & help text on numerous occasions - for example just as you get into range of some enemy NPC, up on screen comes either a window with your mission details, or some chat window of NPC dialogue, or some help panel telling you what to do.. all the time you can hear your proximity alarms going off and that you have been target locked, but the text windows are hiding the action.. all you want to do is clear those damn windows, lock on and shoot. Very very inopportune time to show any text.
People read at different speeds. Having a tickertape style or typewriter like (characters appearing one after the other) is either too fast or too slow and either requires constant focus and speed reading, or something else to do while you wait.. like trimming your toenails or whatever.
However, I firmly believe that the second most important thing (after good writing) is the presentation. A good, readable, clean font, with suitable colours for text and background, good word and line spacing. Navigation is also important - if the 'next' button is too sensitive and you end up missing a page, then you've just killed the whole flow of the story and lose any of the readers desire to fully appreciate it (unless they can easily go 'back' a page to re-read what they accidentally skipped).
If the text is important, I would probably refrain from too much animation or action going on during it - generally I would say that most people would prefer to watch that instead of reading, especially if the scene and text plays through without prompting the player to continue when they are ready.
Lastly, while it might not make it more 'fun' you can make attempt to make more people pay more attention to the text by inserting tid-bits of information that give hints to secret areas/items/whatever in the game that might be otherwise be much harder to find. Gives perhaps some added incentive to read most it at least.
-Z-