I love this game. There are a few things that could vastly improve the experience and not be too hard to do given that token buyers pay far more than fifa or Madden get and this game doesn't invest a small fraction back into it.
1. More customization. A much better kit creator. Or give us a template and let us make our own to upload for a fee. Ditto on the crest. Adding our crest and team name onto facilities. Seeing your stadium name in lights with the crest would he huge for me. For crying out loud let me see the scoreboard I pay for. More options for style of stadium would be nice.
2. Better stat keeping. Keep track of career stats and avg form.
3. Fix the damn GK. Ratings and skills need to be improved.
4. Scale back the increase in player value/ salary. It is insane to see so many players worth 100+ million. There are less than a dozen players on earth worth that much. Also the Stadium size. Nobody outside of the government of North Korea is crazy enough to build a 200K seat stadium.