GTA 6's Take-Two Believes Creating New IPs is the Winning Strategy

Take-Two Interactive, the parent company of Rockstar Games (GTA 6 developers), reveals its strategic focus on developing new intellectual properties (IPs) alongside its established franchises.

Take-Two Prioritizes New Game Development

Reliance on Legacy IPs is Unsustainable

CEO Strauss Zelnick, in a recent Q2 2025 investor call, addressed the company's future strategy regarding its existing IPs, including the highly successful GTA and Red Dead Redemption series. While acknowledging the current value of these legacy titles, Zelnick emphasized that their long-term reliance is unsustainable. He highlighted the inevitable decline in value over time, a phenomenon he describes as "decay and entropy," even for sequels that typically outperform their predecessors.

Zelnick warned against solely relying on established franchises, stating that this approach risks "burning the furniture to heat the house." He stressed the importance of innovation and the creation of new IPs to ensure the company's continued success.

Staggered Releases for GTA 6 and Borderlands 4

Regarding upcoming releases, Zelnick confirmed a strategic approach to spacing out major game launches to avoid market saturation. While GTA 6's release window is still set for Fall 2025, it will be distinct from Borderlands 4's launch, planned for Spring 2025/2026.

New IP: Judas - A Story-Driven FPS RPG

Take-Two's subsidiary, Ghost Story Games, is preparing to launch "Judas," a new story-driven, first-person shooter RPG, expected in 2025. The game promises a unique experience where player choices significantly impact relationships and storyline progression.