In the past an MMO kept players engaged with their game by the psychology of the subscription model and providing content updates. Loyalty and the overall cost of running multiple games meant that most players dedicated themselves to one game and stuck with it. Free to play eliminated these ties and a lot of MMO players became a lot more itinerant. Developers therefore have had to become a lot more creative in finding ways to keep people logging into their games. Hence we now find many MMOs that feature daily rewards, content that has to be unlocked by claiming it and short term events that offer unique rewards.