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So I've been aching for a 40k campaign at my store for a fair while now, and I've finally decided that the best way to get into one is to run one myself. I've run campaigns before for friends, but not escalation style ones, so I was hoping to plumb the collective depths of Dakka's knowledge to get some advise/tips/tricks/what-have-yous on making sure a campaign goes well.

So first, some of the issues or concerns that I have:

1. How do I ensure good attendance and people playing their games? A problem with the store's past fantasy campaign was a good number of signups, but not as many players. The thought I've had is to incentivize participation with a degree of prize support, something small like $25 gift cards for big winners. Good idea? Bad? Another approach better?

2. Character advancement. I like narrative campaigns with characters developing as the lists grow. Obviously, this is a good place for tables and the like for advancement over the course of the campaign. My thought is to expand it beyond a simple d6 table, and have tables associated for the winners and the losers of each round. Both would be beneficial growth, but they would each be themed differently based on the context. For example, let's say there's a mission that involves breaking open some tech vault. The winners of the games roll on a table suited to picking out technology (item upgrades, cybernetics, whatever) while the losers roll on a table suited to them adapting their existing supplies and resources rather than using new toys. While both tables would be beneficial, I would think the winner ones would be slightly better by comparison.

3. Escalation points. Never ran a 40k escalation campaign, is it good to start at 500 points and advance it by 500 every campaign cycle? Too small/big?

Any other advice is welcome, and thanks!