Last week Take-Two Interactive CEO Strauss Zelnick announced that Rockstar's GTA series has sold over 125 million units, with GTA IV accounting for 25 million of the units. In an interview, he compared the strategies used by Rockstar and that of Call of Duty's Activision, including his opinion on what he though was best for their IP (GTA) . He stated that "An IP that is annualized seems to hit the wall, and we don't want our IP to hit the wall". He used this years CoD title, Black Ops II as an example, saying the fact that it didn't as well as last years Modern Warfare 3 proves that the series is starting to slow. He said that this is not the case with the Grand Theft Auto titles,with them doing better each time and also believing that if an Intellectual Property is to be permanent, then it cannot be churned out annually (with the exception of sports games eg. Fifa), as it will inevitably cause the audience to 'fall out of love' with it.
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