It gets to a point were new things need be added. Doing so under an existing franchise seems like a cash grab. Driveclub added many new ideas under a different franchise and it was great.
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Honestly, the only stuff people expect from these are better graphics, physics, more cars and tracks. Speaking of new things, Forza still doesn't have a dynamic day/night, weather system.
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I liked the whole challenge thing in Driveclub; both challenging friends and the random challenges during races like drifts etc.