Grand Theft Auto V

GTA V Publisher Says Annual Releases Risk Burning Out Consumers

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Take Two CEO Strauss Zelnick thinks that churning out regular sequels is detrimental to gamers.

Discussing the GTA publisher’s releases, Zelnick said, "I don't aim to annualize our non-sports titles because I think you run the risk of burning out the consumer -- even if its very high quality [product]."

Alluding to Activision’s approach to franchises like Tony Hawk and Rock Band, Zelnick continued, "Some of our competitors have had this trajectory where they extract a lot of value and the IP goes away. We're trying really hard to build permanent IP. And if you have to rest the title for a few years, over time you'll extract more value.

“We're not trying to create something good and market the hell out of it. We're trying to delight customers with something great -- and market hell out of it."

A quick look through Take-Two’s list of non-sports franchises backs up Zelnick’s statement. The Darkness, Bioshock, Borderlands, Civilization, Max Payne, Red Dead and GTA are all strong series with two, three and often more years between releases. The publisher is dedicated to giving its properties time to breathe.

It's an interesting area of debate though. Would you rather have regular, quality iterations of experiences you love, like Assassin's Creed and Call of Duty? Or do you prefer them to be spread out like GTA? Let us know.

[via Gamasutra. Thanks, O0mix0O]


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Game Info
Rockstar North
Rockstar Games


US September 17, 2013
Europe September 17, 2013
Japan October 10, 2013

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