Grand Theft Auto CEO Emphasizes Importance of New IP
Take-Two CEO Strauss Zelnick recently discussed the value of creating new intellectual property (IP) alongside established franchises like Grand Theft Auto and Red Dead Redemption. Speaking during Take-Two’s latest earnings briefing, Zelnick stressed that while established franchises are key to success, new IP is essential for long-term growth.
“We’re different than a lot of other big companies,” he said, noting that Take-Two strives to avoid the common pitfall of relying too heavily on existing franchises. Although Take-Two considers GTA and Red Dead “permanent” franchises, Zelnick explained that relying solely on sequels can lead to business stagnation, as even the biggest hits face inevitable decline over time.
Creating new IPs, however, brings inherent risks. Take-Two has experienced both hits and misses with original projects—Battleborn and Evolve being examples of games that struggled to find audiences. Despite these setbacks, Zelnick remains committed to trying new things, including in the mobile space, where Take-Two has seen success with games like Match Factory and Toon Blast.
New games are also on the horizon. Project Ethos—a multiplayer title from the Take-Two subsidiary 31st Union—recently completed an open test, and Zelnick noted that initial feedback has been encouraging. Additionally, Judas, a game led by BioShock designer Ken Levine, is highly anticipated.
Looking forward, Take-Two’s lineup is strong with Grand Theft Auto VI, due in Fall 2025, and Borderlands 4 from Gearbox, which is expected earlier that year. Although launching new franchises is more challenging, Zelnick is confident it’s the way to ensure Take-Two’s success well into the future, saying, “It’s one of the key ways to create durable value.”
