The mechanics of a settlement’s wellbeing is presently being reviewed. Remember, wellbeing is an important stat of every settlement, measuring its quality of living. The concept is somewhat similar to city-building games like Anno 1701, where you can access a tax-bar which indicates your settlers’ general condition.
However, Coobico’s basic concept is to approach city-building bottom-up from the view of your avatar, instead of putting you into an elevated top-down position. It therefor felt more gripping to have a happiness-gauge for every NSC settler, indicating her or his individual condition while talking to them. Just like the NSC’s home-building this score is on the decrease constantly and needs to be taken care of by players by fulfilling quests. A successfully finished quest will fill up the happiness-gauge of the according NSC again. General wellbeing of a settlement represents (besides other factors) the average happiness of its inhabitants. This should prove to be a nice incentive to keep players busy when expanding their settlements.
Below is another range of (non-unique) NSCs to be encountered in most villages: from the top left to the bottom right, an innkeeper (taverns), a kilnmaster (brickyards), a banker (banks) and a sergeant (watchtowers).

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