L5R online could support tournaments or events that also integrated into the story. I think anything that let players interact with ongoing lore would be a big enough draw to entice people to purchase a product. Kotei-level tournaments being hosted online as another venue would definitely interest people, especially if there were story-choice outcomes.
I think that allowing players to represent clans in gameplay to earn loyalty rewards like extended-art cards in-faction would probably make for a compelling experience. Basically, I think they could put enough polish on it that people would buy-in.