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Crafting Compelling Villains for Long-Term RPG Campaigns?

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I'm looking for advice on designing villains that can sustain interest and challenge players over an entire long-term RPG campaign, rather than just being a one-shot encounter. What are the key elements that make a villain truly compelling and memorable? How do you develop their motivations, weaknesses, and evolving plans in a way that keeps the players invested in their defeat? I'm particularly interested in tips for creating villains who aren't just evil for evil's sake, but have understandable (if twisted) goals, and perhaps even some admirable qualities.

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