People don't quit because of no rules, they quit due to the 40 hour long CR's associated with them. Even if you only wiped in some simple zone like lower guk, when it's filled with enemy players, that could be a whopping 4+ hour cr just for that.
If you want to improve player retention, the only thing that needs to be addressed is CR. Put in sullon zek rule set and give priest of discord in towns the ability to summon corpses after they've been dead for X amount of hours. It's pretty damn simple!
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