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Here are some options:
1. Make the challenges re-occurring events. Make the exclusive character available once per year, 6-months, etc.. There’s no reason these characters couldn’t pop up as prizes in future challenges. For example, Nemesis Prime could pop up again next Halloween. Epic Prime could pop up again next CNY, etc.
2. Make them available for cash purchase during re-occurring, limited windows of time. For example, maybe next CNY there is a new exclusive character to win via competition, but Epic Prime also returns for cash purchase during that limited time period.
3. Make them available for gem/cash purchase in the game at all times. Or perhaps, at the end of the year, make a 2016 character pack available for purchase.
I have all the exclusives but Nemesis Prime. I have no objection to any of them being made available again.
I think preventing new players from getting the exclusive characters is a HUGE turn-off to bringing in new players (and thus new revenue streams). However, I think making those exclusive characters available for free would be unfair to those who spent a lot of time and money to earn them.
That’s why I feel the options above are pretty good middle ground solutions. Characters are still limited in nature, encouraging high participation in the limited-time challenges. But these limited windows are at least periodically repeated to allow multiple entry-points for new players.
The trick is to bring in new players while also keeping existing players motivated to frantically spend money/gems to win the challenges.