I want to comment on my experiences at least recently compared to the last year after I was banned for a few recent months. At least when I came back this past week, I by a little bit feel like a new player -- new map, new cities, plenty of new people or at least changed usernames and it feels like LoTC is just about a whole new world and community altogether.
But I know the community in fragments, I know how to find RP, I know how to find events, storylines, and how to progress. When you know how all of it works, you find fun where ever you look.
Hell, I walked around Almaris last night and randomly was given an event by D4NNA at a ruin that was honestly REALLY cool of them to do. I was solo, and that little bit was very enjoyable and cute, nothing was dangerous and it was mostly atmospheric -- but it gave me and my character something to talk about, something to refer back to and potentially return to. That is a prime example of a quality which adds to player retention, but a new player might not even look around the wilderness of Almaris.
We can't of course expect ST to provide this for everyone and their mother though. While I felt like I was in a way playing an Elder Scrolls game with that interaction, it isn't the same for everyone. But that little interaction was just enough to tell me, "Well it isn't so bad after all." You walk around Almaris right now and, I think I say this reluctantly, while the map is absolutely breathtakingly beautiful and I know it was painstakingly pieced together, it's so-so large, the cities while extravagant are impossibly titanic, and it's a serious task to find RP during less active hours. Vortex is a choke hold on a curious new player and old player alike, and it's just such a daunting task to advance now.
I'm Aether VIP. I had a vault. I know people. I have connections. I have magicks. This isn't as daunting a task for me to get set up, but still I feel some looming wall I need to scale that -- I really don't want to. I want to roleplay, that's where the value of my character shows. Not through mechanics or Vortex. All of these daunting tasks before me are like an impassable mountain to a newer player and, I feel like these retention rates will drastically change in a year's time unless something is done now. No amount of cool atmospheric encounters in the wilderness of Almaris can change those things, only decisions on a leadership level will.
A few things can fix the issues I've listed.
Add an increased number of soulstone slots. This way, you aren't traveling for 30 years on this beautiful albeit massive map.
Consider changes to Vortex. I think resource mines should be modified -- nobody wants to use energy on wood.
Allow for nations to purchase a very restricted limited creative. Limited-limited-creative. I don't know -- just let people finish their ugly, incomplete builds so they're pretty like they should be. So they function, and draw in active RP. Plus too with limited creative, pre-built places which now realize their cities are very badly designed for activity centralization can fix their issues relatively easily.
Quit making LoTC a job. It shouldn't be one. It's for fun. Player retention of those who "quit later" happens either from this, drama, or boredom. Vortex currently makes LoTC into a job. There are ways to fix it -- and I know development team is trying, but also be sure to know when enough is enough. If you find a fix, awesome. If you don't, well- Vortex should suffer the same fate as Nexus.
Root out bad, corrupt staff. I can say this with absolute confidence that I know at least twenty permanently active people who have quit, or nearly quit LoTC the past year due to toxic staff. Sometimes they report it, sometimes they don't. Your permanent playerbase is important to consider too, in fact most important.
Listen to community polls, feedback, everything. You don't need to make everyone happy, you can't, but at least try to find common ground.
But the above has been harped on for a while. I think Treshure and Marb and the rest of Community Team are doing good work. Statistics are a really good thing to have and it is very telling of where the server needs to work, and is very telling of how well enjoyed the current server is. Old players suck it up and keep on walking, but new players won't. They don't have an attachment here.
Good stuff guys.