You mentioned tracking success of advertisement. You might not be aware, but with a MUD this is very easy to do, even when you have different advertisement campaigns running at the same time. Unlike advertisement for other companies, where you say your experience is at, with a MUD you can just ask a question to the player upon character creation, asking them where they found out about you.
This method can actually provide even more useful information, as you can track how long players from X source actually last on your MUD, ie one place you advertise might bring you lots of players logging on, but they don't stay, while another will give you fewer, but a better percentage who decide to play your game on a permanent basis.
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