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The giveaways were a good way of getting people back into the game and actually see how much content there is to cover up on with reputation, specializations, admiralty, episodes, etc. I think with the announce of the Discovery lockbox though, it's definitely bringing in alot of new players to STO definitely - if not just the returning ones.
What I personally like about all of this are the active blog posts and community interactions as a result. Dev blogs are the way to go, to have current member base hyped about the game.
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From what I see, they are always very good at making blog posts! They also like to keep in touch with a wide array of communities, such as our own.
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I'm hoping that the upcoming expansion has a lot for us to do in the Gamma Quadrant and hopefully we'll be able to share adventures with everyone who comes back because of the Discovery Lockbox. Wouldn't be surprised if we end up with a couple of Discovery based episodes either.