@Sega82megaThe looks are the easiest thing to get right. It's a choice that involves more effort not to.
As I said before, the technology may have limitations, but the basic, most rudimentary elements have existed for decades. Get the most essential thing right, then add the next thing, then the next. (Without breaking what worked previously.)
With 30(ish) iterations, there should be a steady progression towards "something", but there's a disappointing lack of progression and even some regression, because that "something" has been lost sight of.
The "NHL" on the cover should make the goal clear, in my opinion. You are selling an NHL game, so make an NHL game. That attracts people with an interest in the NHL.
Once you get their attention, you have to keep it and perhaps more importantly, avoid losing it.
Outdoor rinks? You're going to lose more attention than you gain. Steadily adding similar elements is going to result in losing attention from those looking for NHL hockey while alienating existing users.
As far as getting everyone to play a more, I'll say reasonable rather than realistic, game of hockey, I'm not suggesting that is easy.
It would require emphasis on "actual hockey play" being rewarded and educating players on what actual hockey play is.
Not everyone is going to be a good player, but most of them can at least get to the point of being a serviceable teammate.
The community can absolutely help in leading by example, but you can't give good examples when the game makes them look like bad ones. Good hockey play isn't rewarded. Cheesy meta play is.
