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), has outlined its future strategy, emphasizing the creation of new intellectual properties (IPs) over solely relying on established franchises.

Take-Two's Focus on New Game Development

Diversifying Beyond Legacy IPs

CEO Strauss Zelnick, during the company's Q2 2025 investor call, acknowledged the success of legacy IPs like GTA and Red Dead Redemption. However, he stressed the inherent risk of over-reliance on these established titles. Zelnick pointed out the inevitable decline in the appeal of even the most successful franchises, comparing it to the natural processes of decay and entropy. He warned against the danger of solely relying on past successes, stating that failing to develop new IPs risks "burning the furniture to heat the house."

While acknowledging the lower risk associated with sequels, Zelnick emphasized the strategic importance of innovation and new IP development for long-term success.

Zelnick's comments highlight a shift in focus towards creating fresh gaming experiences, rather than solely banking on the continued success of established franchises.

Staggered Releases for GTA 6 and Borderlands 4

Regarding future releases, Zelnick confirmed an intention to avoid releasing major titles too closely together. While GTA 6's release is anticipated in Fall 2025, it will be significantly separated from Borderlands 4's launch, projected for Spring 2025/2026.

Judas: A New IP for 2025

Take-Two's subsidiary, Ghost Story Games, is preparing to launch "Judas," a story-driven, first-person shooter RPG, as a new IP in 2025. The game is designed to offer a unique player experience, allowing significant influence over relationships and narrative progression.