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flying-seals · 4 months ago

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Why Star Stable Online Has Lost it's Players (And How to Fix It) (An Analysis)

Introduction

I've been playing Star Stable Online (SSO) for a long time—around 8-9 years. My older sister introduced me to it during our shared horse phase, and for years, it was an exciting escape that we were both obsessed with. We eagerly awaited new main quests, wondering what the next big story update would bring.

But lately? The magic is gone.

Some might say it’s just nostalgia, that I’ve outgrown the game. While there may be some truth to that, I believe SSO itself has changed in ways that stripped it of its former charm. I used to fight my sister for our family computer just to get my one hour of gameplay each day. Now? I barely log in, only returning for big updates like Christmas, the Medieval Festival, and the Home Stable revamp. I still participate in the fandom and write fanfiction, meaning I engage with the lore—but the actual gameplay? It’s boring.

After reflecting on this, I realized that SSO has lost what made it special. The intrigue, mystery, and excitement have faded, leaving behind a game that feels repetitive, predictable, and uninspired.

And the worst part? It didn’t have to be this way.

The Main Questline

One of the biggest reasons why SSO has lost its mystique is the shift in the main questline.

Back in the earlier years of the game, the main story felt like a real adventure. It had danger, secrecy, and high stakes.

For example, the dark core quests, saving Justin, meeting Fripp for the first time, hell even the opening screen.

They got rid of the first opening screen for a mediocre riding island tutorial. It also contradicts the plot because Lisa and Anne are supposed to be missing at the beginning of the game, yet there they are, welcoming a random new rider to the island? It doesn't make any sense.

And again, The quests now all follow the same formula of:

“Oh no, something bad happens! Quick, MC, do all the work! We believe in you! Yay, friendship! The Dark Riders scowl and leave. Quest complete.”

There’s no real challenge, no real mystery, and barely any tension. The game has become too afraid to put the player in real danger, so everything feels safe and shallow.

Even the Dark Riders don’t feel like villains anymore. They show up, taunt you, and then leave. They don’t feel like an actual threat.

Dark Core? Completely incompetent. The same organization that once kidnapped and brainwashed Justin and had an eerie, powerful presence now feels like a joke.

The stakes are gone. The story is dragging. And at this rate, we’ll still be waiting for the final battle in 2040.

Nothing ever feels genuinely difficult or tense.

Where’s the mystery? Where’s the challenge? Why does it feel like nothing truly matters anymore?

Even the Fort Maria quests, which should have been an exciting addition, were a letdown. Instead of diving deep into the Keepers of Aideen’s past or discovering secrets and lore, we got... daily quests that never gave us any new lore, just MC doing all the work, again. The primaeval tree was interesting I admit, but it also felt like it came out of nowhere, and I still don't really remember the point of those quests. The only interesting parts of those quests to me were opening the portal, which then led to more daily quests while SSE came up with more filler.

Catering to a Younger Audience Backfired

SSO has always been a game for kids, but in the past, it never talked down to its audience. The earlier quests had a level of complexity and emotional weight that made them enjoyable for all players.

Now? It feels like SSE has sacrificed everything that made the story compelling in favor of appealing to a younger audience in the most uninspired way possible.

But here’s the thing: you can make a game appealing to kids without making it boring for older players.

Plenty of games manage to be engaging for both younger and older audiences—think of Minecraft, Pokémon, even certain Roblox games (Dress To impress?). These games balance fun and accessibility while still providing enough depth for older players to enjoy.

Meanwhile, SSO is stuck in an identity crisis. It doesn’t know if it wants to be a fun horse game, an epic fantasy adventure, or a horse shopping simulator. And instead of balancing all of these elements, it’s failing at all three.

The Economy Is Awful (And It’s Driving Players Away)

Let’s be honest: SSO’s in-game economy is a disaster.

Jorvik Shillings are practically useless because items are priced absurdly high, making it impossible for non-Star Riders to afford anything. Even Star Riders struggle because shillings are capped, meaning if you’re maxed out, you’re forced to waste shillings or spend Star Coins. This also doesn't help when you're a free player, and every single item is 9990 shillings.

Star Coins are ridiculously overpriced, and SSE knows it. Prices have gone up, but the value of what you get has gone down. New horses are more expensive than ever, tack and clothes are absurdly priced, and with weekly Star Coin allowances being so low, the game constantly pressures you into spending real money.

No one wants to feel broke in a game. We log in to escape reality, not to feel like a struggling stablehand who can’t even afford a pair of boots.

SSE seems to think they can make more money by increasing Star Coin dependency. But guess what? If the game was actually fun, people would be happy to spend money on it. Instead, more and more players are quitting because it’s just not worth investing in anymore.

SSO’s Most Successful Moments Were Events—So Why Did They Get Rid of Them?

Think about the most active times on SSO in 2024—probably Christmas, main quest updates, and the Equestrian Festival.

What do these all have in common? Limited-time events.

People log in for seasonal events because they’re fun. But instead of keeping beloved events like:

The Birthday Festival

The April Fools Car Prank (ICONIC)

The Pride/Cloud Kingdom Event

Midsummer Festival

Easter

…SSE removed them in favor of shopping/bazaar updates and the permanent Medieval Festival.

Why? Why take away the things that made the game feel alive? Seeing Jorvik change with the seasons, experiencing new limited-time adventures, and collecting fun event-exclusive items were some of the best parts of the game. Removing them just makes Jorvik feel static and lifeless.

New Owners

In 2021 I believe, The game was sold or bought out, something along those lines ( feel free to correct me if I'm wrong on that). And I found this quote from a website about an interview from Stacy Place and CEO Johan Sjöberg. (This is from 2021 so things may have changed but I doubt it.)

“Players want things to do, and the story has to be continued,” Stacy agrees. “There’s definitely a hunger for more endgame content, and we want to deliver that.” Stacy explains that there has not really been a dedicated “Quest Team” at SSO recently, and that as a result, the people who could have been working on that, would keep having other tasks assigned to them. “It’s always about juggling resources,” Stacy goes on, “between new horses, events and updating environments and character designs, it’s been difficult to get resources allocated for the creation of new quests.” But here too, the future is looking promising: “I actually have a meeting on that later today!” Stacy adds. “We need to move this forward in a healthy way.” That does not mean we should expect fewer new horse releases in the future though. “Horses are our main business. They are what keeps the game afloat – and we take them seriously!” Most recently, Star Stable has added the updated American Paint Horse and additional coat variations for six popular breeds.

This just confirms what a lot of players have already suspected—SSO has prioritized horse releases over actual gameplay content. It’s not even a secret anymore; they outright admit that they haven’t had a dedicated Quest Team for a while.

The problem isn’t just a lack of quests—it’s that the entire game feels stagnant because everything revolves around pumping out new horses. Yes, horses are the game’s main source of revenue, but without meaningful content, why should players stay?

They’re acknowledging the issue, which is something, but words don’t mean much if we don’t see real change. A meeting about quest development is great, but will it actually lead to consistent story updates? Or is it just another vague promise to keep players hopeful?

And the fact that they’re still saying, “Horses are our main business” just reinforces that new breeds will always take priority over everything else. That’s not inherently bad—but it shows that story progression, worldbuilding, and forgotten areas like Dino Valley will always come second.

At the end of the day, if the game keeps prioritizing short-term profits (horse releases) over long-term player engagement (quests, events, and actual reasons to keep playing), more players will leave.

They need to have dedicated teams for each sector of the game, not people who work on everything all at once. Quests, horses, other game updates like area updates, character updates need to be specific groups where a team focuses solely on one thing at a time.

Later in the article they rephrase this by saying,

"An addendum, because this part of the article appears to be misunderstood by many readers: That there hasn't been a dedicated quest team does not mean that nobody at SSO has been working on Quests in recent months and years. “When we say we don’t have a ‘dedicated quest team’, we mean that we haven’t always been structured to have a team that specifically works only on quests,” Stacy clarifies in a follow-up email to this article. “Instead, we have multiple teams that work on delivering the game. So the team working on quests doesn’t only work on quests, which are complex and touch many other areas of development.”

This just further highlights the core issue—SSO doesn’t have structured teams dedicated to specific aspects of the game. Instead of having a Quest Team, a Horse Team, an Environment Team, and so on, they have a general development team that has to juggle multiple responsibilities at once.

And this lack of structure shows in the game itself. Quest updates are slow and inconsistent, while new horses get released like clockwork. Environmental updates happen occasionally, but areas like Dino Valley and the old abandoned doors remain untouched. Character updates have been sporadic, with some NPCs looking modern and polished while others still look like they belong in 2015. (long necks anyone? :0)

Their explanation makes it clear: quests are not a priority. If they were, SSO would have a team dedicated solely to working on them, instead of splitting development resources across multiple tasks.

If they really want to fix the game, they need to stop treating everything like an afterthought and start forming specialized teams:

A Quest Team to work exclusively on new storylines, side quests, and meaningful updates.

A Horse Team to continue designing new breeds and variations.

An Environment Team to focus on updating neglected areas like Dino Valley and Epona that don't change the whole game, like Steve's farm, Silverglade village, and the vineyard.

An Events Team to bring back beloved seasonal content and add new, engaging activities.

Without this, we’re going to keep seeing slow, repetitive updates where new horses come first and everything else falls to the wayside. The game needs balance, not just new models.

Speaking of new models,

One of the biggest issues is that our character model doesn’t match the NPC models at all. Some NPCs still have the old, low-poly look, while our characters have a completely different art style and proportions. This makes us look like giants compared to some NPCs, and the contrast is jarring.

SSO shouldn’t have updated the player model without also updating the NPCs. It creates an unpolished experience where the game feels disjointed. If they’re going to revamp one part of the game, they need to follow through and make everything cohesive.

And while body diversity is great, the range of body types still feels limited. There’s no truly skinny option, and while it’s not the biggest issue, true inclusivity means representing everyone. If they want to keep improving, they should expand the customization options—not just body types, but also things like facial features, hairstyles, and animations to make the character feel more natural. And it doesn't help that they promised more to come with the first character update which was when? almost 2 full years ago? They are dropping the ball in multiple areas.

Marketing

SSE does not market as the actual game. It advertises fun and adventure, a silly game for kids when in reality it is nothing to that. It doesn't give that magic or mystery of the old ones. I went and found commercials from different years. There's this old one, and then this short one on youtube I found. Now, let's compare.

That short is so fuckass. like why are they making Darko into a redditor? Plus, it gives major spoilers as well so like if it reaches someone who was thinking about playing the game, it's like an automatic spoiler.

has a completely different tone. It presents the game as an immersive adventure with mystery, danger, and excitement. The stakes feel high, and it showcases the fantasy elements in a way that makes Jorvik feel like a living, magical world.

This shift in marketing reflects the identity crisis SSO is currently facing. It used to be a horse adventure game with strong storytelling, but now it’s marketed as a simple kids' game, which doesn’t align with its actual gameplay or longtime audience. This disconnect contributes to player dissatisfaction and dwindling engagement.

Let's also discuss the tik tok account. I think any tiktoker will remember the pocket Sabine series? The marketing team series they post on tiktok as well are super dumb and cringy as well. Maybe this is really nitpicky, but I think their marketing team should focus a lot more on listening to feedback. This shift misrepresents what SSO once was—an immersive adventure with high stakes and rich storytelling. And, by downplaying the fantasy elements, the marketing alienates the older audience and misleads potential new players about the actual content of the game. The lighthearted TikTok series and other marketing materials have missed the mark, making the game seem trivial when it should be portrayed as the vast, magical world it was originally intended to be.

Updates and Slow Bug fixes

Unresolved Issues Persist: Players have long expressed frustration with the slow pace at which critical bugs are fixed in Star Stable Online. Persistent issues like broken quests, NPCs not triggering dialogue correctly, or horses not responding to commands may go on for weeks—or even months—without resolution. This lack of timely fixes can disrupt the immersion and enjoyment of the game, especially for players who are heavily invested in completing quests or building their horses’ stats.

Performance Problems: Many players have reported performance issues, such as lag, crashing, or long loading times. These technical hiccups are especially detrimental to players who are trying to enjoy the game on a more serious level. Despite these long-standing issues, they are often left unresolved for too long, giving the impression that the development team is more focused on new features than maintaining the current ones.

Impact on Gameplay Experience: The slow patching of bugs and glitches not only frustrates players but can also affect gameplay. For example, if a quest-breaking bug isn’t fixed, it can prevent players from progressing in the game or earning rewards, which could dampen their motivation to keep playing. Players who have experienced the same issue repeatedly may even feel neglected, leading to a decline in player retention.

(psa this was written before the cheating ban update so idk if anything changes here i haven't been online)

Pacing of Updates:

Inconsistent Release Schedule: There is often a lack of consistency in how updates are rolled out in Star Stable Online. Some months may see frequent updates with new content, while others might see a long dry spell where the community feels stagnant. When there is no clear pacing or roadmap, players might lose interest as they wait for new features or events. This inconsistency also makes it difficult to keep players engaged, especially if they feel that updates are sporadic and lack depth.

How SSE Can Fix This

Realistically, will SSE ever see this? Probably not. And even if they did, would they listen? Unlikely. But here’s what they could do to actually make the game engaging again:

Bring back the sense of mystery. The game doesn’t need to be horror, but it does need stakes, suspense, and excitement. Let Dark Core be evil. Make the Dark Riders feel like a real threat. Give us a story where we feel like we’re actually fighting for something.

Stop dumbing down the quests. Kids aren’t stupid. Plenty of kid-friendly media has deep, engaging stories that people of all ages can enjoy. SSO can, too.

Fix the economy. The current system is frustrating, predatory, and making people quit. Lower item prices, increase Jorvik Shilling rewards, and stop making everything feel like a cash grab.

Bring back seasonal events. Festivals, pranks, special decorations—these things made Jorvik feel alive. Removing them was a mistake.

Actually update the main story regularly. One to three main quest updates per year is not enough. The story is dragging, and at this pace, we’ll still be looking for the light ceremony pages in our 90's.

Listen to player feedback. The community has been vocal about these issues for years. Maybe it’s time SSE actually pays attention.

At its core, Star Stable Online has lost its identity. What was once a game about mystery, adventure, and meaningful storytelling has been reduced to a predictable cycle of overpriced horse releases and low-effort updates. The magic of Jorvik, once thriving with high-stakes quests and immersive seasonal events, has been replaced by a shallow, directionless experience that lacks the structure and ambition it desperately needs.

Instead of expanding on the compelling lore they already built, SSE has dragged the main story to a crawl while simultaneously making the Dark Riders and Dark Core feel like minor inconveniences rather than formidable threats. The economic decisions have only worsened the situation, making player engagement feel transactional rather than rewarding. The game’s reliance on overpriced horses and recycled events, coupled with its failure to deliver meaningful gameplay improvements, alienates both new players and longtime fans.

It didn’t have to be this way. With proper development structure, dedicated teams for different aspects of the game, and a renewed focus on engaging storytelling and gameplay, SSO could reclaim its former glory. But as it stands, it feels like SSE is more interested in short-term profit than in nurturing the world they created. If they continue down this path, Star Stable Online will remain in a slow decline, remembered more for what it could have been rather than what it actually became.

I don’t hate SSO. I wouldn’t be writing this if I did. I love the world, the characters, and the potential that’s still there. But right now, the game is failing its players. It’s losing old fans, struggling to keep new ones, and if it doesn’t course-correct soon, it risks fading into irrelevance.

SSO can be an amazing game again. But only if SSE actually puts in the effort.

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