Ever since this R10/R11, the people who join our servers via "play now" seem to be less and very sparatic. It's still taking us noticeably longer to seed our servers, even if 6 of us join and hang around for an hour. It use to be where if you got up to 4 people in your server, the bodies started flooding in.
From my testing today, it might work best to restart the server and have just one person join, and hope that "Play now" throws in at least a few other random players (rinse and repeat until it does). Then, having the rest of the gang come in, bringing the player count to >10, for "Play now" to keep giving you more.
Also, our servers never make it though the night in to the next morning anymore
That might partially be due to the region setting now -- lots of EU players using the browser probably don't search for NA servers =\.