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 continued reliance on established franchises.

Take-Two's Focus on New Game Development

The Limitations of Legacy IPs

Take-Two CEO Strauss Zelnick, in a Q2 2025 investor call, acknowledged the company's success with legacy IPs like GTA and Red Dead Redemption. However, he stressed that these franchises' value will inevitably decline over time. He cautioned against over-reliance on past successes, stating that continuing to solely depend on established titles risks stagnation and ultimately harming the company's long-term prospects.

Zelnick pointed out that while sequels are lower-risk ventures, even successful sequels experience a decline in impact. He emphasized the importance of innovation and the development of new IPs to prevent stagnation and ensure continued growth. He used the analogy of "burning the furniture to heat the house" to illustrate the potential consequences of failing to invest in new projects.

Regarding future releases of established franchises, Zelnick confirmed to Variety that major releases will be spaced out to avoid market saturation. While a specific release date for GTA 6 is still pending (Fall 2025), it will not coincide with the planned release of Borderlands 4 (Spring 2025/2026).

Upcoming Releases: Judas and Beyond

Take-Two's subsidiary, Ghost Story Games, is developing a new IP, the story-driven first-person shooter RPG Judas. Expected in 2025, Judas will feature a branching narrative where player choices significantly impact relationships and the overall storyline, according to creator Ken Levine.

This focus on new IPs demonstrates Take-Two's commitment to long-term growth and diversification beyond its established franchises.