Basic choices to make
Emphasis on plot or gameplay?
The first choice one has to make when writing an AAR is to decide the driving force behind it - the game, or a plot line that has been decided upon. This comes partly from whether you are a gamer or writer at heart, and will have consequences for how you deal with unexpected setbacks and events in the game. Typically choosing a game-first approach is easier, as the plot is somewhat predetermined for you, but the tendency of games to throw up unexpected events makes for sometimes awkward plot turns which are harder to circumvent when you pledge not to reload and such. Choosing a plot-first approach requires more experience and thought before one moves his quill or army, but offers more flexibility to deviate from the game somewhat should things go somewhat against plan.
Gameplay oriented AARs typically have more pictures of various aspects of the game, and use more in-game elements to give readers information. Plot/text oriented AARs typically are the opposite, and imagery is relied upon as support/highlight rather than a core part of the story.
Background (game, faction, period)
Typically the choice of game will determine this for you, but even the scope of a single game there is much to be decided. A faction must be decided upon, and this will provide you with the cultural and social backdrop for your story. For a story to be immersive the world presented should be as close to realistic as possible, so it's more advisable usually to write about a faction that one is passionate about and at least somewhat knowledgeable in. A familiarity with the native language is helpful but not essential - a general grasp of certain mannerisms and common phrases is often enough. Salve!
Word of caution: given the cosmopolitan nature of the interwebs, a great many people will be unfamiliar with certain cultures, periods and backgrounds. If you choose a more familiar period (medieval England, the Roman republic) you may be able to cut down on introductions of the background and social structure, amongst other things. The reverse is true for more exotic locales (Sengoku-period Japan, Latin Greece, you name it...)
Character decisions
Do you write with a single character at the core of your story? A king perhaps, a knight, or a mere pauper who rises through the ranks? Do you write about a family, a band of brothers, the royal court of your faction? The number of characters in a story - particularly the number present simultaneously at any one moment - will define how complicated your story is both to write and read. It is often advisable to start with relatively few important characters and introduce more as the story progresses. It's easier to write and your reader gets a gentler learning curve getting into the story.
Perspective
First-person or third-person, that is the question. First person narrative makes inner feelings and mental fluctuations easier to describe in some ways, but at the same time the focus on a single character may make it harder to give well rounded accounts of everyone else. Immersion is achievable in both, but possibly easier with the former as your narrative can be more personal and brings your readers closer that character, especially if your main character is the one experiencing plenty of mental strife.
Themes
A good story has multiple themes running through it. Each main character will have a set of themes that apply to them - in terms of personality, mission, fears, likes, etc. This helps readers identify with the characters and follow the story. Vengeance, ambition, the search for a loved one - these could each be a theme a character, several characters as a group or your story as a whole follow. It is important to avoid clichéd storylines, so be creative with what you have your characters do. It is often good to think a few chapters ahead when you are planning your story - so you can introduce new characters ahead of time, introduce new concepts, hint at future developments, etc. The more experienced a writer is the easier it becomes, so don't worry if you find it difficult to think too far ahead of your story/gameplay.
Technical information
Just like there are different writers of AARs there are many different types of readers. Some will prefer a more narrative based story while others will demand to know what's going on in the campaign. How much technical information - maps, unit cards, diplomatic relations, treasury - will be determined to a large extent by how gameplay-based you've made your story. Be mindful of the style of your own AAR, and cater to the audience it's likely to attract.
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