I have maybe 2 ways in order to balance gamplay with the store and improve the flow of the gameplay with various skill levels.
The first, more simplier idea, is that those with high deaths can be granted a decent gun with limited ammo every once and a while. Maybe even an overshield if 10 minutes in they havent managed to kill anyone.
Or, a different more out of the box idea, is an ingame ranking system based on performance that incourages leadership to those not as gifted. The idea is that theres several ranks in the players on 1 team(ex. of team sizes just as starting point: 25 v. 25).
Now know that i use the word "perks" as natural benifits or gameplay charactristics. Not to be confuesed with COD perks that you select.
Now depending on how well you perform in the game puts moves you into a certain class. There is 20 regular private classes, 4 Captains, 1 General.
Your class is first decided based on past history or just luck. But as the game progresses, kills, deaths, points, etc. add up and move you up or down. That means if you start at private but have a really good game, you are likely to move up at somepoint. Not to be confuesed with overall ranks, these ranks are decided and changed when needed in game. Following me so far?
As you go up in classes, you are granted more control over special perks. Like a general (reserved for the best gamer in on the team) is able to call in specific drops at cheaper price, able to give orders to lower classes (optional to be followed), and given harder waypoints to go to by the game (the general will be ordered to secure a base in enemey territory while a private must simply go defened a nearby base).
Now captains are a step down but much more involved with privates. They can get perks like form squads, trade weopon with private, and lead squad into battle. This is incourage leadership, co-op with less inexperienced players while avoiding unbalanced attacks from super skilled groups or super noob target practice by ensuring at least a captain is there to help.
Then the private would be the basic level for anyone. These people can follow orders or not. These will be all inexperienced players to players just not better than the captains. These players will often get breaks and make the game easier and funner for them to play. Perks like random gun gifts or drops to inexperienced player, bigger radar, waypoint suggestions from captains or even the general, and freedom to try to do better and get to captain or even general level.
I hope that isn't too confuesing; i just thought it up moments ago and had to post it.