try something that no other server that you know of has done yet
like for an rpg
keep variables on enemy populations, as well as include uniquely named enemies
scenarios such as a goblin population wiping out, leaving only a handful named individuals provides an interesting platform for gameplay
the surviving members could receive unique titles, as well as boasting their reputation when they appear
battles could involve insults thrown at players, and another system if the goblin wins
for the number of players that particular goblin slays, its home adds a skull to the outside
i mean there would be a limit, like 10 or so (events and such)
but it pretty much spells out the goblin has a badass knack for killing other players