Grand Theft Auto V and Red Dead Redemption publishers, Take-Two Interactive has discussed the reasons behind their decision to not release their non-sport related titles on a yearly basis, citing that annual releases could “cause fatigue” and would be seen as “milking” a property.
The New York based publishers who wholly own Rockstar Games, Firaxis Games and 2K Games were speaking during a business presentation held in New York today. Company president Karl Slatoff was asked about the business reasons behind not turning their most popular brands like Grand Theft Auto and Mafia into annual releases, something Ubisoft had been doing with the Assassin’s Creed series, up until their recent decision to take a year out from the series. Slatoff confirmed Take-Two Interactive had no intention of following suit, claiming that managing a popular brand on a yearly basis would be “a challenge”.
Take-Two Interactives President then went on to state that to release a large-scale title like Grand Theft Auto annually would lead to product fatigue, but that the option was tempting “We don’t intend to change annual strategy because of product fatigue. Take-Two Interactive creates franchise value and releases have to be managed deliberately. It’s tempting to have continuous releases and milk a franchise as far as you can, we’ve seen that fatigue in other franchises in the games industry. With almost every single franchise for us, the latest release is bigger than the one before.”
Currently, only Bioshock and Borderlands, both 2K Games titles have a set schedule while Red Dead Redemption, yet to receive a sequel, Grand Theft Auto, Mafia and Max Payne do not have set schedules for release.