We wouldn't include a brand just based on a financial opportunity in any of our titles. We run all of our businesses here in an effort to engage and captivate consumers, and then we figure monetization takes care of itself.
"It's very much a creative decision driven by the team at Rockstar. "The world of GTA is a fictional world, so to bring real-life brands in, they really have to be iconic and they have to fit within that world," Zelnick says. "The world of GTA is a fictional world, so to bring real-life brands in, they really have to be iconic and they have to fit within that world" Speaking with Take-Two CEO Strauss Zelnick ahead of the publisher's earnings report this week, we ask if there's potential for the game to do more on the brand collaboration front, and whether past controversies or the franchise's satirical brands make that more difficult. Brand collaborations are big business in gaming these days, with comic books, movies, musicians, sports leagues and car makers regularly showing up in games like Fortnite, Roblox, Fall Guys, and more.Īnd while Grand Theft Auto Online has many of the same metaverse-like qualities of those titles and occupies the same echelon of massive success, its collaborations have been far fewer, and much easier to overlook.
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