Take-Two Interactive has revealed why its popular franchises like Grand Theft Auto, Max Payne, and Red Dead Redemption don't see new installments every year, highlighting the important of generating anticipation and consumer demand.
"The market asks us, 'Why don’t you annualize your titles?'" Take-Two CEO Strauss Zelnick said at the MKM Partners Investor Day (via Gamespot). "We think with the non-sports titles, we are better served to create anticipation and demand. On the one hand to rest the title, and on the other hand to have the highest quality in the market, which takes time. You can’t do that annually."
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