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Factorio is about *automation.* The game starts you out with a "burner" and a stone furnace. The burner consumes coal to mine whatever resource it's placed on. So maybe you decide to be a wiseguy and place it on coal. Now you have enough coal to run the burner plus a little extra. You mine iron ore and stone by hand and build another burner. You place this one on iron ore. Now you're feeding coal from your coal burner to your iron ore burner and processing the iron ore into iron in your furnace. Gosh, it's not fun running all this coal around everywhere.
So you build conveyor belts to carry the coal, and inserters to put the coal in your burners. Hah. *Now* we're beginning to really get some iron.
That's factorio in a microcosm. You want iron, so instead of the typical crafting approach where you go mine iron and craft it yourself, you build a factory to do this for you. Eventually, you'll connect that iron factory into a larger more sophisticated factory making increasingly complex resources. Because once you have iron, wow, armor piercing rounds will make those biters (factorio monsters) easier to manage... but I'll need steel. So now I have to make my factory produce steel.
The progress of the game is actually quite good; you start off doing lots of things by hand and as your factory becomes increasingly advanced, you get access to all kinds of tools to help you build bigger, faster, easier, and more efficiently. Basically everything can be automated and a mature factory can do many things an early build couldn't dream of. It's quite satisfying and clever. It's like Space Chem but you create your own puzzles emergently.
after your hooked buy it @ factorio.com (you get a steam key)
Same goal of getting a rocket ship into space. Both have a grindy tech progression system too.
But factorio has automation, multi player, and won't screw you over with RNG.
They've all gone rounds with various strategy, city building, sandbox games, from CIV to Advance Wars, to Starcraft, Terraria, etc... They aren't the demo type either, and want to have a game we can all play together. Trying to convince them that an arena/hero shooter or a moba is a PITA. For some reason I just can't explain it "right". I know for a fact that two of these guys, if they gave it a chance, would probably put just as much time into Factorio as I have, if not more- we played Phantasy Star Online as a group for over 10 years. They keep talking about giving in to Titanfall, Overwatch, or even Elite Dangerous FFS.
So, while OP might have been on the low-effort side of their post, this is a question that's been itching at me for the last couple months. I'd wager that Factorio actually deserves it's own designation- the most common genres that it attracts just don't fit, if that makes any sense. Add to that the early access side of things, the potential for major changes later on that could either shorten or lengthen it's distance to those popular tags, and even I, someone who can turn a basic paragraph into a wall of word-vomit, don't really know how to "sell" the game based on anything it could be compared to. I'd also bet that anyone who plays this game regularly has their own wildly different comparisons, so getting a consensus that way might be troublesome.
So far all I've been able to come up with that has gotten me to the point of almost being ready to buy it for two of these dudes is that it's a mix of strategy, resource management, "city building" (which is basically a lie), with the sandbox strategy encompassing everything from the very smallest of details and expanding all the way up into extremely complex and enormous "machines"- and you decide when and where things are automated. Man, never sign me up for marketing!
If they are on steam they can join your game to watch how the game plays. I do it with my friends to get a better idea before we buy.
Use the circuit network for mundane things, such as controlling aspects of your production chain, or go way out and creative to make in-game video screens
https://youtu.be/Kry8lbrHjeY - SHOW THIS!!!
It's a wide-open sandbox of a game, and very easy to set your own targets for replayability. Plus, once you have played through the vanilla game a few times, there are dozens of mods to improve quality-of-life in the game or, indeed, to completely revise the way you play (Bob's Mods, Angel's Ores, Factorissimo).
If nothing else convinces people, consider that Factorio has the highest positive game rating ever (AFAIK) on Steam, with over 98% of reviews loving the game. There are plenty of people (including me) with over 1000 hours played, which is a personal record for any non-MMO in my case. Oh, or you could also try picking one or two reviews to read (eg http://steamcommunity.com/profiles/76561197965435788/recommended/427520/ )
Try all that :-)