Yeah they need to do more events, it's helped a lot of the issues with retaining players.It's so strange that it's taken them this long to realize they have an actual mobile game. You have to have events in F2P titles like this -- hell just in persistent online games in general. They need to have a daily login bonus system to encourage people to boot up the app. Stuff like this is F2P 101 and a requirement to help keep people engaged and yet they just basically have ignored every possible convention in the post-release world and it's been to their detriment.
This seems to have helped though. Looking at UT's campus, I see a few lures in place which have not been common for months.