People.
Young people can (and do) Google "online games".
I can tell you from experience that I've known people in the 18-25 range from time to time in this hobby and can tell you why they aren't in the hobby today.
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Antiquated format versus new: Fan of it or not the younger generation is into innovation. Some into retro stuff like cherry py and retro gaming aren't piling into the hobby as it is, but most 18-25 are into NEW tech. They're into doing more in less time. They're not into slaving themselves to one laptop for 6 hours for a coffee scene when newer forms of entertainment give bite-sized, guaranteed rewards. They're also into...
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The Elder Factor: ...not hanging out outside of their own age group. The MU community has a big problem with elder guard types being very judgmental about peoples knowledge, experience, roleplay styles, and not everyone is willing to take the time when someone logs in and asks "I'm new, can someone walk me through chargen?" The 18-25 crowd also has their own language older people like us laugh about. Millennials right? Let's target a bunch of post-teens typing in texting lingo and invite them to write long-form novels with us.
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New people are eyed with suspicion: A while back I had the pleasure of having a few newer players complain to me that people kept harassing them in pages about who they were. They got drilled by so many players as to whether or not they were X or Y player, because the reality is that anyone who claims that they're new gets screened for safety and if they're not doing it right they tend to get avoided. Or...
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P newperson=What's your kink?: 18-25 people also arent big fans of sexual harassment, nor are they fans of sexual harassment from people old enough to be their parents. Sad to say, there are a number of people who approach this hobby like a swinger's club, and most players have a list of experiences with being creeped on.
So, I don't want to be the negative one, here. I get that a lot of you love this hobby, but the reason why it's not attracting or keeping younger players is also why the same reason why it's not keeping/losing newer players in a higher age bracket. Slapping a fresh coat of paint on it or dying out the gray hair and putting on a Von Dutch cap on your wiki isn't going to attract or maintain a newer, younger player base.
There are some very weird, regularly-crossed, and cultural issues in the hobby that make it somewhat of a Country Club filled with judgmental, particular older people who want more people around so that they can enjoy their Country Club more but aren't really prepared to let these people be who they are. They spend so much time judging and critiquing each other that some new blood would be great...provided that they act maturely, follow the cultural trends, don't make stupid decisions, etc.
So...having said that, I hate being the guy to show problems without offering solutions.
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Community Standards: Yes, each game has policies. Yes, the games do their best to weed out creepers and racists with arguable levels of support for the LGBTQ+ community. This isn't enough and the community as of current has problems with people being avoided for roleplay outside of clique, etc because the reasons for that aren't tackled. There are some assholes. There are some judgy, pedestal-sitting assholes who clearly haven't followed some people's better examples as to how to be prevalent without being elitist. If you cant figure out how to get everyone playing together nicely now, you're only inviting new people into a dysfunctional household.
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Do. Not. Monetize: This is the worst idea. The worst. Period. I get that some people would love to have more money coming in, but monetizing for an archaic entertainment format makes it less attractive. It's suggested on Twitch feed advice that it's better to monetize after you have a decent viewerbase, not right out the gate, and this applies here, too. It's a hobby, and while for some people it's 70%+ of their day, its still a hobby and not a job. Don't monetize contributions, advertisement, or bringing new people into the game like some church/pyramid scheme.
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Build web interfaces supported by code: By this I dont mean a web interface that connects people to the command line environment. Build web interfaces that never get to CLI. If you want the player base to evolve, then the hobby itself needs to evolve. Evennia and python are a good start, but ultimately the command line environment and clunky unix format needs to evolve. Move away from "commands" and do things like create an API interface that will take the arguments from the commands in easier web-based interfaces. THE CLOSEST YOU CAN GET TO A WEB PAGE THAT IS 90% TYPING AND SOME LOGGING, THE BETTER. To evolve, there are simply a number of things that need to be automated, and the things I've seen are a good start, but the constant return back to the command line (even if there is a web interface to connect to it) is rough. Mush clients. Etc. They're godsends compared to telnet back in the day for us, but not attractive compared to other formats out there.
Anyway, this was long, but it needed to be. In my opinion it's naive to take an approach that this hobby is great and you just need to get the word out. I think that's the path of least resistance to tackling issues that are harder to solve. There are other issues that keep people away and keep them from staying. Best to just be direct about that, because hours upon hours of work in one direction may be pointless unless the hobby itself evolves, too. That means taking some of the elder guard out of their comfort zone.