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Back in the days, we had an online radio playing a 15 seconds radio spot for us every hour.
Ofc we had to place their banner on our webite.
We had about 250 players in the first 3 days and 500 after first week constantly online.
That was freaking awsome
Features
Although we didn't have a high rate server, i think the custom features are among the most important parts for them.
Uniqueness, entertainment, fun.
Support
I think support is also very important.
While automation systems can be very nice, too much of automation reduces the proximity to the player.
Our 4 man team were like 24/7 online, we could handle 800-1000 constantly online ppl with 2 ppl doing support.