Crackdown was envisioned to exceed the gameplay of Grand Theft Auto, giving the player \"toys\" to create their own in-game moments that could be verbally shared with others. The crackdown logo is in the shape of the agency tower, modified. The entire playfield was to be open at the start, requiring the need to create a progression for the player, while still allowing for experimentation. Realtime Worlds had hired a number of former Grand Theft Auto developers who experimented with refining the game's sandbox element. \"It was a big part of the idea to just let people do things\", Realtime Worlds producer Phil Wilson said about the gameplay; \"testers would do things we were completely blown away by\". Dave Jones, CEO of Realtime Worlds, described the concept of the game as \"How do we reward somebody for just having fun\" They had initially planned to have 200 Xbox Live Achievements for the game towards this purpose, exceeded the then-current cap of 50 set by Microsoft, and pressured Microsoft to lift the cap. Microsoft subsequently increased the maximum number of Achievements in a game to 80. Through playtesting, the team noticed that many players performed certain out-of-the-way actions, such as climbing to the top of the Agency Tower. They created in-game content to reward the player for performing these actions; for example, they created a special rendering procedure for the clouds during the in-game day/night cycle. The renderer would behave differently each day, and could only be viewed from atop the Agency Tower. An initial fear of Jones' was that in the early part of the game, when the Agent is underpowered, the player may not realize the potential of the game and would not complete it; \"People weren't quite sure, because at that level, you're kind of like most characters in most other games\". Jones also expressed concern that \"This game does not look good in screenshots\". They took two major steps to overcome this. First, the demo for the game on Xbox Marketplace allowed for accelerated growth of the player's abilities. Second, the full game included five in-game movies that would be presented early on to the player that would give them a taste for what a fully powered character could do.