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not true, big towns and stuff just get abandoned, you need to keep a constant stream of content, a actual story, a river to feed players, not tsunamis every 3 months.
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I think you're wrong. If you plan out what there is to do per town, you can make those special features town specific, so players will come and go for specific reasons.
I am for releasing cluster content, but I think guns should be separate and special, unless they're town/theme specific.