GTA 6's Take-Two Believes Creating New IPs is the Winning Strategy

Take-Two Interactive, the parent company of Rockstar Games (GTA 6's developer), has unveiled its strategic vision for future game development. The company acknowledges its reliance on established franchises like GTA and Red Dead Redemption, but emphasizes a shift towards creating new intellectual properties (IPs).

Take-Two's Focus on New Game Development

The Future Beyond Legacy IPs

Take-Two CEO Strauss Zelnick, in a recent Q2 2025 investor call, discussed the evolving landscape of gaming and the company's response. While acknowledging the success of established franchises, Zelnick highlighted the inherent risk of over-reliance on legacy IPs. He pointed out that even highly successful franchises experience a decline in appeal over time, a natural consequence of market dynamics and player preferences. He warned against the potential for stagnation if the company fails to innovate and develop fresh IPs, stating that such inaction would be akin to "burning the furniture to heat the house."

Zelnick further elaborated on the relative risks of developing sequels versus new IPs. While sequels present a lower-risk path, he emphasized that continuous innovation is crucial for long-term success.

Regarding future releases of established franchises, Zelnick confirmed to Variety that Take-Two plans to space out major game releases to avoid market saturation. While a specific release date for GTA 6 remains unannounced, it's confirmed not to coincide with the projected launch of Borderlands 4 (Spring 2025/2026).

Borderlands 4 and GTA 6 Release Timing & New FPS RPG

Take-Two's subsidiary, Ghost Story Games, is poised to launch a new IP, Judas, a story-driven, first-person shooter RPG, sometime in 2025. This title, created by Ken Levine, promises an engaging narrative where player choices significantly impact character relationships and the overall storyline.

This new IP demonstrates Take-Two's commitment to expanding its portfolio beyond established franchises.