I think people understand that persistent world online games are ongoing development projects that will constantly recieve updates/patches/whatever-the-developer-labels-them -- it's part of the justifcation behind the monthly fees afterall, so this shouldn't concern anyone at SI or SEGA really
I don't think that anyone who'd consider playing a game like FML is going to view the fact it recieves regular updates, including substantial new function such as the upcoming Academies, in a negative light.
Be more strict in moderating the subscriber discussion forums -- particularly in merging the numerious duplicate posts on the same topic, and maybe give us some subforums for more popular topics to make it more organised in there (e.g. youth development, club finances, a GW specific forum per GW for those GW specific "
issues"

that regularly plague the general discussion). This is a well-trodden path for MMOs, you don't have to look too far for examples of how to make the forums less intimidating without resorting to hiding them from public view.
Keep the signal:noise ratio down and make it more inviting for new and existing cutomers -- It seems to me like it's simply being hidden in a dark corner out of the way because it's a bit of a mess in there at the moment

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