Just an idea. Would be if each alliance has its own inhouse shop. Yes, ofcourse rules. New players need be part of that specific group for X amount of days before being able to buy/trade/swop in the shop or needs to be promoted…
But…I think the inhouse shop will be amazing where a person can perhaps trade a hero (we all have about 5 or 6 of the exact same heroes we would like to get rid of)… or trade items… alliances will get stronger and more team work… individuals will also feel more positive hoping to get better items… just an idea… 
happy gaming all… 