The challenge they need to figure out first is giving incentive to play even if you are losing. For example, Space Marine campaign comes on and now suddenly everyone wants to play Space Marines, clogging up the queues because everyone wants to win the item and currency for that faction. That is hooey. We need to change how campaigns work entirely so that they are not for any one specific faction, but are about fighting for the faction you love the most and giving it your all. Don't even get me started on Warparty premades that slaughter pubs during these. That is a problem in itself that needs some kind of work around. Sadly this game isn't like Planetside 1 or 2 and we can't have continent locking as all the maps are just battle arenas. What we could have though are buffs for the winning faction (maybe something small like health regen, iunno) or something to do with gaining special access to a treasure trove hive or raid boss for the tyranids (that would require maybe too much dev time). Again, something needs to be done to give each faction a hard and clear incentive to WIN and want to win and not faction stack like we see now with the current campaigns. You can write all the lore you want, its not going to make new players care. I don't even read the lore ever. Focus on incentives for players to actually want to fight each other and not faction stack. Lore comes last in game development. Its just icing on the cake.