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like when you get to max lvl can you work really hard to attain something really valuable or the game mostly based on competition?
Just when you think you have all the answers, I change the questions.
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End level will take 1-2 weeks of casual play. If you want to grind for implants that give minor stat bonuses, you can. The only end game content is playing 10v10 AVA if you have a large enough guild.
game is centered around pvp and fun, not leveling up and leet equipment. if you want to grind for gear, you can. but then you'll find out that gear makes very little difference in this game, which may disappoint you. and whatever gear you attain, it degrades through use and cannot be repaired. this is to discourage gear-dependency.
at end game, youre "working hard" for a couple of things: prestige, which unlocks some pretty sweet armor. this is aesthetical only, no stats; implants, which give you a slight upper hand in important pvp matches; most importantly, territory, vehicle blueprints and vehicles/facilities themselves. so in a sense, youre not really working hard to improve your character much, but youre investing effort to own and hold land.
The only way to boost your stats is through implants/upgrades. These are all player-crafted and degrade with use so there is a constant need for new crafting components, which can only be obtained from PVE.
The main draw of the end-game is AvA, in which you compete with other Alliance for territory.
They added the ability to repair implants... no need to constantly get new stuff anymore.