They need to capitalize on the new warspoil system. And this is what they are doing with the warpaint contest.
they have to make people spend they in-game money much faster so they never have enough to buy new stuff thus spend real money in it.
But that's going to be hard now, they are missing a lot of content available with in-game money. Actually the game lacks a lot of personalization, aka in-game IU, menu IU, loading screen, model skins, unique tank models etc...
What baffle me the most is that it seems they didn't learn anything from COHO. COHO had good features that need to be polish and improve and that could have been added into COH2.
Ie: Concept of "elite" stock unit was great, they were too much overbuff and brought a lot of unbalance but the concept of having a unique model(skin) of one of your stock unit was cool. this could have been develop and not necessarily with the buff/bonus, just the skin that you can win or buy and apply to 1 of your panther/sherman/cromwell whatever, you lose the tank ingame, you have to pay ingame money to be able to use it again creating a money sink.
IMO, those features are what retain a lot of players, cool skins, some more multiplayer achievements, things to raise your e-penis are what retain players.
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