Take-Two CEO comments on GTA 6 development time and unprecedented anticipation

Take-Two’s CEO Discusses GTA 6 Development and Mobile Gaming Strategy

Strauss Zelnick, Chairman and CEO of Take-Two Interactive, recently shared insights into the extended development timeline of Grand Theft Auto 6 and the company’s strategic shift towards mobile gaming. He highlighted the importance of both facets within the expansive $180 billion global gaming industry.

On the Anticipation for GTA 6

In a recent interview with Bloomberg, Zelnick addressed the significant nearly 12-year interval separating GTA 5 from its forthcoming sequel. He reflected on how their approach to development stands out in the industry.

“We haven’t set an intention actually to rest our intellectual property, ”Zelnick emphasized, differentiating Take-Two’s strategy from competitors who often release games on an annual cycle. He asserted that building anticipation is crucial: “You need to create enormous anticipation on one hand. On the other hand, it takes time to develop these big, robust experiences.”

Rockstar Games’ Commitment to Quality

Zelnick reiterated the high expectations established by Rockstar Games, stating, “Rockstar seeks perfection in what they do, and the perfection… It’s a pretty high bar. It takes a long time.”This commitment to quality is central to the franchise’s enduring popularity.

The Secrecy Surrounding the Release

Addressing the notable secrecy regarding the release date of GTA 6, Zelnick discussed the unparalleled level of hype surrounding the title.“The anticipation for that title may be the greatest anticipation I’ve ever seen for an entertainment property, ”he remarked. He pointed out the strategy of maintaining excitement by revealing marketing materials closer to the launch date, helping to manage expectations with “unmet anticipation.”

The anticipation for that title may be the greatest anticipation I’ve ever seen for an entertainment property. And I’ve been around the block a few times and I’ve been in every entertainment business there is, and we want to maintain the anticipation and the excitement. And we do have competitors who will describe their release schedule for years in advance.

Mobile Gaming – A Strategic Focus

While blockbuster titles like GTA remain vital, Zelnick expanded on Take-Two’s strategic emphasis on mobile gaming. This focus was significantly strengthened by the acquisition of Zynga in mid-2022. Although the mobile market faced a brief downturn post-acquisition, Zelnick views this initiative as a long-term investment.

Currently, mobile gaming constitutes approximately 50% of Take-Two’s net bookings.“Our goal on the mobile side is to have the number one market share in mobile. We’re not there yet. We’re heading in that direction, ”Zelnick confirmed. He also commended the Zynga team for launching successful games like Match Factory and Color BLOCK Jam, in addition to managing popular franchises such as Words with Friends and Empires & Puzzles.

Source: Bloomberg

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