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

Take-Two Interactive, the parent company of Rockstar Games (developers of GTA 6), has outlined its future strategy, emphasizing the creation of new intellectual properties.

Take-Two Interactive Prioritizes New Game Development

Reliance on Legacy IPs is Unsustainable

During Take-Two Interactive's Q2 2025 investor call, CEO Strauss Zelnick discussed the company's approach to its intellectual properties. While acknowledging the success of legacy franchises like Grand Theft Auto (GTA) and Red Dead Redemption (RDR), Zelnick highlighted the limitations of relying solely on these established titles. He pointed out that even highly successful sequels eventually experience a decline in impact over time, a natural consequence of market trends and player preferences.

As reported by PCGamer, Zelnick stated that while sequels present a lower-risk strategy, continued reliance on them is ultimately unsustainable. He used the analogy of "burning the furniture to heat the house," emphasizing the necessity of developing new IPs to ensure long-term success and avoid stagnation. He stressed that the company must actively pursue innovation and create fresh experiences to maintain its position in the gaming market.

Borderlands 4 and GTA 6 Release Timing

Regarding future releases of established franchises, Zelnick, in an interview with Variety, confirmed a strategy of spacing out major game launches to avoid market saturation. While GTA 6's release window is currently set for Fall 2025, he clarified that it will not coincide with the launch of Borderlands 4, which is scheduled for Spring 2025/2026 (between April 1, 2025 and March 31, 2026).

Take-Two Interactive's New FPS RPG: Judas

Take-Two's subsidiary, Ghost Story Games, is preparing to launch a new IP, Judas, a story-driven, first-person shooter RPG expected to release sometime in 2025. Creator Ken Levine has described the game as an experience where player choices significantly impact relationships and the narrative's progression.