“We’re looking over our shoulders at our competition. They’re not asleep.”
Take-Two Interactive is gearing up for one of its biggest years yet. With Grand Theft Auto 6 slated for a Fall 2025 release, strong Q3 FY 2025 results, and an expanding mobile business, CEO Strauss Zelnick remains laser-focused on the company’s future.
In a recent interview with GamesIndustry.biz, Zelnick shared insights on Take-Two’s strategy, AI’s role in gaming, and how the company stays ahead of the competition.
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Take-Two’s Strategy: Balancing Blockbusters & Annualized Franchises
Since taking over Take-Two in 2007, Zelnick has been clear on one thing — quality over quantity.
Why GTA and Mafia Take Years to Develop
Not every franchise should be annualized. While sports titles like NBA 2K benefit from yearly releases, flagship franchises like GTA and Mafia thrive on long development cycles.
“To create anticipation and desire, you can’t release a new title like clockwork. That’s why GTA 6 has so much hype.” — Strauss Zelnick
In addition to GTA 6, Take-Two’s pipeline includes Mafia: The Old Country (Summer 2025), Sid Meier’s Civilization 7 (February 2025), and Borderlands 4 (2025).
The Mobile Business: Zynga’s Quiet Dominance
With Match Factory leading the charge, Take-Two’s mobile business is back in growth mode. The company reported a 6% increase in consumer spending for the quarter, reinforcing Zynga’s value within the portfolio.
- Take-Two’s projected net bookings for 2025: $5.55 billion — $5.65 billion
- Mobile’s key role: Zynga contributes over $5.5 billion in net bookings
- Core audience: Mobile skews older and more female than console/PC
“Without Zynga, we wouldn’t be hitting record net bookings in 2026 and 2027.”
Tariffs & Trade Wars: A Risk or a Manageable Threat?
Trade tensions could impact the gaming industry, but Zelnick remains optimistic. He believes that a tariff-free world is ideal but acknowledges the role tariffs play in protecting economies from unfair competition.
“Most economists agree — a world without tariffs is a better place.”
So far, negotiations with Mexico and Canada have prevented major disruptions. For now, Take-Two isn’t overly concerned, but they’re keeping an eye on potential trade shifts.
GTA 6 & Rockstar’s ‘Special Sauce’
It’s no secret that GTA 6 is the most anticipated game of the decade. GTA 5 has sold over 210 million units, and Red Dead Redemption 2 has surpassed 70 million copies. Despite its 10-year-old age, GTA Online remains a powerhouse.
So, what makes Rockstar different? According to Zelnick, it’s a mix of:
- Uncompromising pursuit of perfection
- Dedicated focus on only two major franchises (GTA and Red Dead)
- A long-term vision that values quality over deadlines
Even Red Dead Online is experiencing record player counts, proving that Rockstar’s approach keeps players engaged for years.
“No one else has aggregated the talent that Rockstar has.”
AI in Gaming: Hype or Game-Changer?
Zelnick has a pragmatic view on AI. He dismisses the term “Artificial Intelligence” as misleading, calling it just another digital tool — like motion capture or procedural generation.
- AI will not replace jobs but will increase efficiency
- AI will drive productivity and creativity
- AI must respect intellectual property — Take-Two won’t train models on copyrighted content
“The history of digital technology shows that it creates jobs, not eliminates them.”
Take-Two is already leveraging AI for game development, live services, and personalization, ensuring it stays ahead in the evolving landscape.
The Takeaway: Take-Two’s Big 2025
With a blockbuster release slate, a booming mobile business, and a firm grasp on industry trends, Take-Two is poised for a record-breaking year.
Key Numbers:
- Q3 FY2025 net bookings: $1.37 billion (+3% YoY)
- Top earners: NBA 2K25, GTA Online, GTA 5, RDR 2, and Zynga’s Match Factory
- GTA 6 release: Fall 2025 (on schedule!)
- Projected net bookings for FY2026 & FY2027: Record highs
The Big Picture:
- Take-Two is not resting on past success. They’re watching the competition.
- AI is a useful tool but not a disruptive force — yet.
- Rockstar’s formula of quality, anticipation, and innovation remains unmatched.
2025 is set to be one of the strongest years in Take-Two’s history. The real question is—how will the competition respond?
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