They cared a lot about it at the beginning to the point of scrapping DLC for the main story (which could have been great) and constantly adding new stuff. I've had the game on PS3 and now PS4. I played online for probably a year straight on PS3 and haven't so much on PS4. Mostly because I've done it all 1000 times now, but was so excited with the Heists that this was the next "big" thing online. It was awesome to see that long time rumor of online heists become reality.
Although they continuously add versus modes/capture missions (both of which are pretty lame in my opinion) and sort of frequently update vehicles and such, why not add more content that actually draws players in? I get it, the game is going on 3 years old this year. But still, the PS4/Xbox/PC versions are barely a year old. With how popular the online mode is/was and the fact that GTA generally has only a title or two per decade, I don't get why they wouldn't add more missions, heists, etc. that keep players coming back. I know players who didn't play on PS3 and only got the game for heists. Now in my opinion, GTA online has a lot more to offer than just heists, but my point is I think Rockstar lost a LOT of the community shortly after they played through all the heists. Not that I'm just asking for these, but it's now going on a year since they've had more. Even more missions would be nice, as most of those have been around since the game (online) came out. It just is disappointing to see such a unique online experience that was great (before everyone got sick of it). It definitely hasn't lived out its lifespan if Rockstar added new content and more than just throwing a new deathmatch or car in every other month.
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