Get rid of the multiple processes and websites it takes to register a game or account. This website is a prime example. I logged into my account just to give feedback and it prompted me to the forums where I again had to log in... Registering FFXIV when it first came out required me to go through I think a total of 3 websites. I don't even know why I have to register so many accounts just to play a game and leave message. It's ridiculously convoluted and causes nothing but issues for everyone I know.

I'll use Heavensward as another example... I buy the expansion, and I to enter multiple codes at different websites!? Why?

Consolidate the accounts to one website only. Think about all the time you could save from having to give support to folks who get lost in this process. Saving time for you = saving money. In addition, this would be a easier process for your customers. Easier = more money.