Yes, there is a loooonngg way to go yet before they start reaching full potential. If you think about all the different things they're going to be able to do with all these different card sets and splinters they've barely scratched the surface.
I can see them having "Splinter Wars" where you could pick a side and it would be Fire vs Water or Life vs Death. They could do rule-set tournaments. The list really does go on and on. Only melee. Only magic. Whatever.
Right now I think they're just still playing catch-up somewhat to the huge explosion of new users and they've got their hands full with that. But once they get on top of things again and can start implementing other strategies without having to worry about it blowing up, the possibilities really become almost endless.
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Yes there is so many possibilities, just imagine a brawls war, where castles and keeps play a role :)