Take Two Interactive CEO Defends Console First Launch for Grand Theft Auto 6 Rockstar Games Release Strategy and PC Delay Explained
Rockstar Games will release Grand Theft Auto 6 through console platforms as its sole launch method during the first phase of its distribution plan. The Take Two Interactive CEO Strauss Zelnick explained their staggered release approach during his interview with Bloomberg. He explained that the studios primary focus remains on satisfying what he defines as the core consumer base which currently resides on console hardware. The decision according to Zelnick emerged from the need to deliver optimal service for this particular group before the company starts offering its products on other platforms.
The decision to exclude PC players from the immediate launch has sparked industry debate particularly given the current revenue share of the PC platform. Zelnick admitted to Bloomberg that the market has transformed since he joined the company in 2007. During that time period PC sales for all major franchises including NBA 2K only generated 5 percent of total revenue. Modern day gaming allows a blockbuster title to achieve 45 to 50 percent of its complete sales through PC player engagement. Zelnick believes that major releases require delivery to the core console audience first to protect their long term reputation despite both audience groups reaching similar size.
This rollout pattern is a long standing tradition for the developer. The company used to release its games on PC between 7 months and 19 months (longest 14 years it was Red Dead Redemption) after their first launch on consoles according to historical records. The industry analysts believe that the game publisher intends to release the game on PC after making a substantial financial gain because the PC launch will establish a new revenue peak for the game. The situation results in enthusiastic players buying the title twice to experience technical improvements which only high end computer hardware can provide.
Zelnick explained that timed console exclusivity exists because internal studio management requires companies to control the complexities of their major product launches. The company operates its business through two key sales divisions which include the PC platform while it continues to prefer console gaming as its main product launch approach. The company will likely share further details regarding the PC version once the initial console launch has been finalized and stabilized.
