Content promotion - There is tons to do in the game. The promotion for a lot of events is horribad. Pvp and Verminion are good examples. Great potential to be something that people would stream as an exciting but relatively different mmo experience, but nope. Failed. Triple Triad can fall under this category as well. Implementation of all these things needs work as well.

In call of duty, you shoot people. It's been the same for over a decade. They promote playing with friends. Maps and types of in game content aren't nearly as vast as FFXIV. Voice communication makes everything easier. Their promotion is on point. The point A to point B is non-existent. Roam free players... roam free.