I started playing Vikings about a month ago. I've played similar games before so I have some background experience. I started with the intent (and still do) play fairly casually; I log in, do some stuff, check competitions and quests, do what I can and that's a good session.
Here's my experience and my thoughts on why you're bleeding (new) players:
- I start an account.
- Go through tutorial.
- Try stuff out.
- Shield ends.
- Immediately get hit by 1million tier1 units.
- ???
At this point 99% of players will probably either quit the game or spend money.
Mind you this happened to me on a server that had started recently (~7/2020) and the attacker was also an account that had also started recently. Now the thing is, I honestly don't mind that I was attacked by a crazy player who decided to spend money time and effort to progress that quickly on a new server. It's a competitive war game, such is fair.
The issue as I see it is that the skill and/or influence of the population of a server diverges far too quickly for the game to hold a stable playerbase. There is very little choice other than to spend money to keep up with the top spenders in your Kingdom, start on a new Kingdom, quit, or crawl along. If you start this game and you just coincidentally happen to get another player in your Kingdom who decides they want to be max everything on day 1, there is little you can do about it. For most people who are dipping their toes into the game and trying to decide if they want to continue playing/investing, it's not very encouraging when right around the moment when they're understanding the basics of the game is also the same moment when that Saudi Prince whale decides he wants to be Palace 35 right now. Maybe I wanted to spend a few bucks here and a few bucks there. But if my competition is someone who can and wants to spend thousands of dollars in a week, what incentive do I have to play? (Mind you I'm exaggerating but hopefully you get my point).
What people want is to be able to fight people around their level. When I was Palace 7 and my shield dropped, I want to have fun and hit my Palace 6-8 neighbors with my 10s of troops. When I'm Palace 10 and seeing the value of resources and invader lairs, I want to compete with the 1000s of troops I have available to me. And so it goes on.
The clan competitions are supposed to serve this function but it fails because the above phenomena occurs within the members of a clan as the new Kingdom is growing.
- Start new account
- Search clans. 30k active players in a Kingdom! 100 active clans!
- Join clan
- 100 players! All growing together!
- First CvC happens.
- One/few person decides he doesn't want to lose next war and progresses quickly.
- Skill/influence of clan members diverges rapidly.
- Clan falls apart as serious players outpace the casual players.
If you look on the clan list of my Kingdom there's essentially 3 active large clans and about 10-30 active clans with a range from 5-30 members. In between is the graveyard of the clans that have fallen apart. Clan search is effectively meaningless. The survivor clans are holdouts from eachother because they invested in their strongholds. Growing players have no where to go.
If you think of popular games like Clash of Clans, you can actively search for a "match" at any time 24/7 and be paired with a fight with someone of similar skill/influence as you all the time. If you want to stem the bleed of players you need similar features. Give people the ability to merge clans without losing all their investments. Find a way to let people actively battle other Jarls of similar influence (or discourage Jarls that hilariously outstrip their opponents from grief hitting low influence opponents for no reason). I'd wager people are playing this game because they want to fight and throw around their armies. They just want some semblance of parity. A Palace 30 against a 35? Sure some clever mechanics and planning goes a long way. But what is the point of a Palace 30 hitting a Palace 7 for the 50k silver they have no way of protecting that they didn't even know they needed to protect?