Fortnite shows very well how a game with no real lore can still actually tell a story, and be interesting.
Not the best comparison but, BE has way more focus on the CHars itself, so I see the potential for a "Living Lore" that grows with the game, new chars and Maps.
If the gameplay is great, there is no need to try and create a WoW size of Lore. Just tine fun facts here and there is all a PvP game needs.
