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Grand Theft Auto V it is a milestone for video games and obviously for the companies involved in its creation, Take-Two Interactive and Rockstar Games. Part of that success has to do with its online component, Grand Theft Auto Online and since it has become a very good business, some think of its value as a platform available for creations and collaborations of brands and franchises. However, for Take-Two, this is meaningless for the very essence of the game.
Take-Two has no interest in collaborating with brands and IPs in GTA
During an interview with Gamesindustry.biz On the occasion of his recent financial report, Strauss Zelnick, CEO of Take-Two spoke about the potential that some see in Grand Theft Auto to go from being a game to a platform. In this regard, the manager pointed out that despite the success of the most recent installment of the franchise and its online experience, they do not find a concrete justification for changing their monetization model in favor of collaborations with brands and other IPs.
In this sense, Strauss Zelnick declared: “the world of GTA It’s a fictional world, so in order to attract real-life brands, they really have to be iconic and they have to fit within that world.”
Video: From Worst to Best – Grand Theft Auto
Rockstar decided not to bring advertising or external content to Grand Theft Auto
On the other hand, and as strange as it may seem given the commercial exploitation of GTAthe boss of Take-Two revealed that there are also creative decisions behind this decision: “It’s very much a creative decision driven by the Rockstar team. It’s not a financial decision. We run all of our business here in an effort to engage and captivate consumers, and then we think monetization takes care of itself. We wouldn’t include a brand just based on a financial opportunity in any of our titles. There are other franchises that are really suited to engaging brands and even having direct advertising, NBA 2K is one of them, PGA is another. When you get involved with those games in the real world, you expect to see advertisers and sponsors. But you don’t really have that expectation in Grand Theft Auto, except for fictitious trademarks. So bringing a real-world experience requires a lot of thought and sensitivity to consumers, and I think that’s what Rockstar Games is known for.”
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