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By do this I mean on like a hourly/daily basis.
Why don't these big name companies hire people strictly to produce random pve events throughout a server. I am talking have 2-3 low wage dudes strictly there to produce attacks on city by large groups of npc's, spawn rare named dragons or wtf ever and control them, and (use your imagination here) to fight against or with or whatever.
Some of the most memorable experiences I have ever had in a mmo were GM events and you can't tell me it is that hard to spawn random creatures in a world such as the ones we play in. I mean they did it back in UO 98-99 all be it very rarely so you can't tell me that can't do it now.
I am talking 5+ little events like this a day. It does not have to be a huge ordeal. It could Simply be some random mob controlled by someone at the company running around killing players with a special unique loot or something. Stuff like this would make someones day and really add a whole new level to games like this .
This would not affect the deep pockets of these companies int he least bit, would be fairly easy to pull off, and be super fun . I do not see a downside to this..