You know, that's one thing I've always felt they needed to work on. They do a poor job of offering incentive to come back to the game if your reason for quitting is that guilds mass transferred off, friends quit playing, or server imbalance has become too noticeable
1stly, I think they need to address pvp servers with an imbalance.
Mal'ganis for example is something like 95% horde, and the only reason people play on that server with that kind of imbalance is for PVE reasons. Not pvp. They need to offer free faction changes to level 80-85 characters that qualify.
2ndly, offering 2 free weeks of game time or offering on the refer a friend/scroll of resurrection programs aren't really valued incentives.
I've quit for long periods of time over 6 months in one case, over a year in another, etc... at 15$ a month, they lost tons of money by insulting me with 7.50$ of game time if I took their offer, or 15$ of game time if I took a ressurection offer.
Those didn't address the reasons I quit. Guild drama amongst the top guilds? guilds falling apart? transferring? plummeting in quality?
To give you an idea, Kil'Jaeden at one point during the wrath era was the 3rd top most progressed server on wowprogress. There were many guilds doing end game hard mode content, you had options, and you weren't nearly as confined by class makeup then. While the #1 guild might need a DK tank, maybe #2 did, maybe that's why they were #2 instead of #1
NOW? due to so much transferring, they've fallen from 3rd to 30th, and only horde has downed any bosses, it used to be a 50/50 split.
ok just checked again and they climbed back to 12th, the point stands, only 2 alliance options, one of them has a raiding schedule that I cannot possibly meet (they start too early before I'm off work) and the other one has a code of conduct which includes not posting on any forums outside of the guild forum (really, what?)
So yeah I eventually came back, I begrudingly paid that transfer fee for one character, and ONCE AGAIN, the reason I transferred there has disappeared, my friend that I transferred there to play with has left the server. So what are my options now? you guessed it. Settle for a less engaging/less skilled server community, or gamble my money away trying to find a server/guild that meets my criteria.
I would have been ALL OVER any email that said "come back to wow, transfer/faction up to 3 characters for free with a 6 month resub!"
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