What else would we need to compete?
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How long do you have?
I'll start by saying that I feel that in most areas, I feel that UO is a superior game to WoW. I've played EQ, WoW, SW and several other MMORPGs.
I'll touch on a couple of areas on reasons why I think that UO probably won't ever complete with the current subscription numbers WoW puts up.
First and foremost, cheating. The hacking, duping, using unapproved 3rd party programs that goes on. Scripting has ruined a lot of the game. You have people who say what someone else does has no effect on you, but that is completely untrue, and shows a real lack of being able to see the big picture. Especially in a sandbox based experience like UO is. It takes a very short search to find where people talk about STILL running scripts for days/weeks/even months at a time. How could someone scripting mining/chopping wood for weeks/months at a time not be a factor in a negative play experience for another player?
I have been in more than a few vents where pvpers openly talk about what hacks/scripts they are currently running. And I have seen the same players post here and other places completely denying use of any of those kinds of programs. It's gotten to the point where each time someone says it, I pretty much chuckle and say 'yeah, right'.
Yes, I know non-pvpers who script as well. And I know pvpers who script that 'useless crap' that they don't want to be bothered with so that they can pvp.
The UO learning curve. UO is pretty much unique in it's approach to character development. In most of the games people learn with, there is are defined classes with corresponding increases (if static and boring) increases in power. In UO, regardless of what you specialize in, what skills you have, there are defined maximums. There isn't a 'kill 1000 Trog beast and get +50 hps, +50 mana, +20 weapon skill, +15 magic skill...ect'. So, there isn't a constant sense of achievement in that way. Now, UO does have some templates that have become popular, but you can still mix and match skills pretty much as you like. Some people don't like figuring that part out. And the armor/weapons level up in power with the player- where is UO they are pretty static as well.
WoW, much like UO did with it's Ultima franchise, started off building off the success of it's War Craft/Star Craft and lesser extent Diablo games. Another issue UO has is that it doesn't have any current PC/Console game releases to go with the online game. Personally, I would love to see the original games redone and re-released. I believe that their frame work stands the test of time and would be top games today.
Marketing. Getting the game out there. Even on the gametime cards you can buy in places like Best Buy which list dead games under the EA banner, you see no image/reference to UO. It's like EA bought OSI to get UO with the express intention of killing it, but the fan base loves it so much, they are like, we can put a minimum amount of $$ into the game and keep milking it. It's like since they didn't directly develop it, they don't want to give it what it needs to excel.
The culture. The in game chat being pretty much not policed at all is a problem. You can say what you want- don't like it don't go in there, whatever. The general chat should be a PG area at worst. You can create another channel and go in there for other stuff- like PvP smack talk. I wish there was a way to join multiple chat channels at once. I feel that would go a long ways toward cleaning up the game in that aspect.
UI, party, playing with others. In it's base form, the UO UI is pretty damn aweful. Both the CC and EC. Pinco's is a nice start. UO needs a better party and bar system. The losing of bars and all the bars suddenly having the same name is unacceptable. The UI needs to be geared towards a better player experience. If the CC is going to continue to be supported, it needs a toolbar/hot key system. There should be a block area thing like with the buff bar for party health bars. I don't think that because of the way UO is designed that is feasible for pets because a tamer can have up to 5 pets, and if you had a part of 10 tamers, each with 5 pets.... yeah.... I wonder how long would it take 50 frenzied ostards (or 50 other tamables with pack instinct to take down something various creatures in UO). Also, there needs to be a direct /tell system.
That's a start. So, in a nutshell- I think that having 0 tolerance towards cheating/hacking/duping- and being openly proactive about it. Releasing or re-releasing a Ultima based RPG. Proactive Marketing. Updating the clients to support multiple chat channels, actively policing the general chat channel. Updating the bars/party, UI. And whatever else I forgot to recap.
It's about creating an environment that players are comfortable enough/familiar with so that they are willing to give it a try, but keep UOs unique flavor that will keep them.
Yeah, that would be a start.