URF needs to be a main, supported mode.
I personally stopped playing this game years ago, because I've been playing since beta, and it was just super old after season 2. This is just my opinion, but I'm quite sure that the average person isn't capable of putting hours upon hours into the same video game, without it losing some of its luster. With URF, we have learned that a huge part of the player base enjoys a faster pace, with alot of action, rather than simply sitting around and last hitting minions, then grouping and taking an objective, to win the game in an unenjoyable, anticlimactic fashion.
I understand that it's just a fun, non-competitive mode, however, it has brought back an insane amount of players. And if you want to keep those players, you're going to need to make some QoL adjustments to the mode. Like getting rid of random pick, and putting more effort into balancing the mode. URF isn't huge because people love random happenstance, it's huge because people like a faster paced game, where the primary goal is to win fights, rather than sitting around and doing nothing, other than last hitting minions.
Get rid of the random pick, allow us to ban champions, and the mode instantly gets much better. Further balance would be icing on the cake, but not exactly necessary. If you really wanted to, you could actually created a competitive mode around the URF model, where fights and a faster pace are emphasized, but I'm honestly not expecting that much, because it seems like you guys just want to drag the same old game out, until no one is playing it any more, rather than innovate and be creative.