All in all, IMC underestimated the importance of game polish. Many games are “released” at beta, but this game might not even pass for a beta.
There’s also a couple of really fatal decisions they made, one of it was placing too much emphasis on the main quest. The main quest line is really terrible for party play, because even if you are off by just 1 quest, you will have to wait for your friend to catch up. This means that you will make a friend today, but tomorrow, you’ll be at different levels of progression and you can’t play with him/her anymore.
IMC was thinking people would just form random parties on the fly with the suggested party tool. But that’s not how social ties form. And randoms will always be randoms and never match up to a friend that you enjoy playing with - but this aspect of game play is restricted. IMC did not give enough tools and activity that is more party friendly ouside of the main quest line. Also level restrictions & leeching prevention like you could in RO means that there’s no way to compensate and help your fiend catch up (which was a huge thing in friendship building).
To me, this may be the no. 1 reason why there’s no player retention - most of us can’t form meaningful bonds with each other, since friendship generally forms over a period of playing together. I have made like 5 friends over my short period of playing here, and none of them I was able to form meaningful bonds with because they either progressed too quickly or too slowly.
The other fatal design decision was that the content is not difficult enough. (at low levels at least, I never got to high enough level, but with the amount of hours put in I think my point is still valid) An easy content and classes with little flaws makes solo-ing the default way to play. People only party up when a content is impossible to solo. That encourages team play, and there’s too little of that in ToS. You don’t need a healer, you don’t need a support CC’er, you don’t need a tank. Don’t get me wrong, they would be nice to have but you don’t absolutely need them to progress. Some would argue that high levels do require this but such design should be built in from level 1, and made part of the gaming experience because you want to be making friends from level 1 - as it is the biggest attraction of any MMO world.
Finally, it also has a great art team and music team, but seriously… they are held back hard by the game design & game engine / code department.