Customisation is the reason I would keep playing this game. I'd happily grind 4v4 when released to level heroes and get more gear. Here's my initial impressions of that...

Outfits: didn't care. I wanted to customise my hero how I wanted and not potentially look like everyone else. I am expecting that helmets/chests etc will give me enough to differentiate on.

Gender: Females were tiny compared to males, e.g. the viking raider. I was thinking it would be more like Halo spartans where the best/biggest female warriors made the cut.

Colours: Not enough colour options. I can understand the concept that attackers are orange and defenders blue, but I'm a hero on the battlefield. I should be able to choose whatever colours I want. There is a blue/orange shield above me in the HUD and I'm a blue/orange dot in the minimap. The colour of my gear is a minor indicator of which team I'm on.

Various gear appearance modifications: Really like this, especially the ability to add my emblem to a particular part of my hero. I would have liked the option to have a block colour for a panel. Engraving looks awesome, but didn't get a hero to a point where it was unlocked.

Gear/weapon: Liked the easy preview ability. Didn't think weapon was in its own submenu, when you could see the particular parts close up when changing them directly.

Emotes: I can't wait to use emotes!

Loot: As I said before the reason to play (for me) was to build up a character that was unique to me. I am hoping for a huge range of different looks for gear. I don't want to just level heroes to unlock perks. That being said loot drops were weak. They didn't drop enough and they didn't drop at my level. I then had to infuse gear into other gear to level it up. Scavenging gear by spending steel is a microtransaction scare. Please give your friends over at Massive a call and talk to them about their journey with loot.

This isn't a loot game? Yes it is. Loot is the carrot that will keep players coming back. This is why it's structured like a mobile game. Don't fall into the trap Massive did with the Division. Seriously, give them a call.