I'll add my 2 cents even though I know it's pointless and I'll probably be ridiculed for it.
I'm one of those casual, off-and-on, type of players who petered out on this server. I think I got up to level 30 something, can't remember for sure right now.
So what would have helped to keep me around?
Teams. Yes hardcoded teams. I don't care if it's just two teams; good versus evil or if it were each starting city as a separate team but there need to be teams.
Motivation to kill other players. Some reward for pvp kills would be nice. Also some way to at least hope to be competitive at high levels even though my casual self will never ever ever ever get even one tiny little item from a raid. These two problems could both be solved by allowing item loot (with no exceptions) or by rewarding points for pvp kills which then could be used to buy high end items. Yes, there are problems. Work the problems out, I'm not going to write a book here.
Those three things would have encouraged me to stick around a lot longer. If they were implemented I would come back for another try.
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