The fact cooperative and competitive multiplayer are beginning to blur is a great sign, but there are only a few games that have toyed with this. Dark Souls, DayZ and Watch_Dogs remain the only notable examples, and even this early on, they show promise. Dark Souls in particular has caused many anti-multiplayer gamers to reconsider their stance on the issue, because it put it in a new context.
Taking competitive play out of instanced matches and making it more like a boss fight puts it in clearer context for those who don't regularly go out and play Domination or Capture the Flag. With the addition of cooperative players helping each side during conflicts, Dark Souls lets the players define the battlefield.
Watch_Dogs took this a different direction by empowering players with a variety of play styles. Maybe you go and spy on someone or hack their phone in a one on one battle. If you prefer racing, you could take on mobile device users or enter street races. If you like team battles, those are available too. They aren't carted off in some alternate landscape, but instead are present in your game, and have tangible rewards for both offline and online play.
As we step forward, these types of integrated multiplayer could even tie into grander mechanics. Imagine a world where the Dark Souls invasion system and the Shadow of Mordor nemesis system are combined. The potential is tantalizing, to say the least.