The Marketplace now offers “Add to project” or “Create Project”. Why not always offer both variants? Why must there be just one? There is many reasons for that
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It is much easier to directly create a project when you want just first try the map, character, or anything else.
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Most of the time map needs some special project set up to look as the developer expected like virtual texture support. If you just add a map to your project it can look or perform differently, you need to look for some documentation. If there will a possibility to create a project it gives you a way how to test the map in a 1:1 environment like the developer of the map wanted.
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And also the opposite case when some authors provide just a “Create project” way it is harder to add stuff to the existing project.
I think that supporting both ways in one asset will give the best of both variants.