Rockstar doesn’t bother focus testing its games before release because doing so doesn’t provide anything of value, says its co-founder Dan Houser.
Speaking with Polygon, Houser said that Rockstar was confident in its ability to judge whether a game was fun or not.
"We think that's our job rather than doing focus testing, because focus testing will tell you what people just enjoyed recently,” he said.
“It's not the consumer's job to do anything other than enjoy games.
"They can tell you what they want to play by what they buy, but if they could see the future as to what they might want next then they should be making games,” he added.
"We thought it was our job to do that 'fun searching' ourselves and then give people back stuff they weren't expecting: a game about table tennis, or a game about gangsters, or a game about errant school children, or a game about cowboys."
Houser also said that the only part of Grand Theft Auto that was not open to be changed was its open world nature.
"Everything else is discussed," he said.
"We might come back and say, 'Let's not do it because it takes away these things that we like about the game or takes away those things,' or, 'Actually, doing Caveman is not fun because they haven't invented the wheel yet'.
"We might not do it, but we always discuss it. We discuss anything. Many outlandish ideas have been discussed and have been rejected, or they could turn into another game, or they could inspire something else."
That means that although crime fiction has been a core element of the franchise so far, Grand Theft Auto Online could take it in "many crazy directions", said Houser.
"It's more about ‘We built the world, you go in there and have fun,'" he said.
"We have lots of ideas of how that might evolve and we will work with the audience to see what directions they want to go, because it's easy enough to make small bits of content for [GTA Online]."
Grand Theft Auto V is out now on Xbox 360 and PlayStation 3. Grand Theft Auto Online launches for those systems on October 1.