The CEO of Take-Two explains why the GTA series does not have real brands

It is not about money, it is about creativity.

While there is debate about whether you need an ad or an in-game ad, many games do not even risk showing one well-known brand. In an interview with GameIndustry, Take-Two CEO Strauss Zelnik said The GTA would only have “real brands” if they were “symbols and they have to fit into this world.”

The Grand Theft Auto franchise is one of the few where the use of different company brands in the gaming world would not be uncommon. Take-Two CEO, who owns Rockstar, said the decision is for this type of situation It is not a matter of money, it is a creative decision.

“This is a creative decision in the hands of the Rockstar team. This is not a financial decision. We run all our businesses here to engage and engage customers, so we give Monetization the right to take care of itself. We do not consider a brand based solely on financial Opportunities on any of our securities, ”said Strauss-Zelnik.

Although the GTA fictional world does not feature brands (famous or otherwise) in major campaigns, GTA Online has already hosted the clothing brands Civilist and MISBHV in December 2020 as part of The Cayo Perico Heist.

– Continues after advertising –

As for the sports games in the hands of 2K Games Studio, the CEO of Take-Two says it makes more sense to include real brands in basketball and golf games. “There are other titles that are well suited for branding and direct advertising. The NBA is one of them, the PGA is another,” Strauss said.

“You get involved in these games in the real world, you expect to see ads and sponsors. But you do not have that expectation in Grand Theft Auto, except for fictional brands. So bringing a real-world experience requires a lot. “That’s what Rockstar is famous for,” added Take-Two CEO.

The fact is that any ad in the media that is most successful in the entertainment media will be an absolute success, selling even more 165 million copies, as is the case with GTA V, or even more than 375 million units in total. Franchise.


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Source: Gaming Industry


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