The life of these games run on mathematical decay rates. Once you have an installed user base there is very little you can do to affect the decay rate in users. New content helps when the rate of users starts to drop faster but the actual game doesn't matter too much as the addicts are addicts and the people who would quit over something like this would have gotten board anyways and left in roughly the same time.
These companies know what they are doing in terms of maintaining the addiction.
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