Purples should be given as achievements as well.. 60k glory, 100k, 150k and 200k.. starting with a level 10 purple and ending on a 40. This would be equitable and help keep the long term players happy and the servers alive.
guilds are underutilized in this game. War reports, better manipulation of the interface, allies tab, ability to send mail by more than one person.
Heroes and equip
the ability to win/purchase items to increase stats on white/green/blue heroes.. to make them purple legends
ability to use oils and ores to plus up arena and ladder equipment (as in the Chinese version)
option to remove annoying lady who signals mail, battle wins and tasks etc
more drops in lairs and ladder that include chance to win gems and untouchables
make untouchables and gems available in mall
put passports on sale at least once in a while *rolls eyes*
introduce 2 new servers with a different time zone for cz for European players and those in the Asian pacific basin (Australia, Asia)