GTA Online Overcomes Rocky Start to Become Billion-Dollar 'Forever Game' Fueled by Roleplaying and Microtransactions
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GTA Online had a rocky launch in 2013 but turned into a huge success, raking in over $1 billion in revenue from microtransactions by 2017.
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Updates like heists in 2015 helped turn the game around by adding exciting new content. The game grew into a "forever" title with rare staying power.
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GTA Online became a virtual world where players live out fantasies, whether as super-rich kingpins or everyday citizens roleplaying mundane jobs.
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The game's evolution has been somewhat accidental and driven by players, with Rockstar forced to embrace emergent trends like roleplaying servers.
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GTA Online pioneered the lucrative "games as service" model for AAA titles, keeping players engaged long-term and generating ongoing revenue.