No annual releases
Rockstar Games, the company responsible for Grand Theft Auto and Bioshock, has said that they will not be releasing new versions of their games annually, to prevent ‘consumer burnout’.
Strauss Zelnick, the CEO of Take-Two Interactive Software Inc. has said that he feels the time is right for a new IP to be worked on, rather than continuing with the current platform. His view is that, releasing new hardware will separate the winning companies from the losing companies, and pledged his commitment to being one of the successful players.
While his company do release games such as NBA and NHL annually, this is an exception. He has confirmed that non-sports related games will not be released on an annual basis, to ensure that consumers are not overloaded with too many games, and to make the quality of pieces consistent.
This strategy differs from other games companies, who choose to release games regularly to keep the players dedicated to their niche. However Zelnick says, that he would rather focus on building a permanent IP, which means that certain titles have to be rested for a few years to maximise the value of the game.
Mr Zelnick was somewhat critical of over-marketing games to wring as much money out of them as possible. Instead, he said that his company will try their very best to ‘delight customers’ with a game that they will enjoy to keep the brand reputable and fresh. GTA V PS3 ( More Info here ) has never been released on an annual basis, whereas other games – such as Call of Duty and Assassins Creed – have been released almost yearly. It is with this conviction that Zelnick hopes to create longevity for GTA, with the player base remaining loyal to the game until the very end.