Take Two executive chairman Strauss Zelnick has told a crowd at New York’s Piper Jaffray conference that the publisher is keen to introduce microtransactions into its biggest titles as part of a new moneymaking online push.

Speaking to a room full of investors, Zelnick said the publisher is testing in-game ads for its sports titles "pretty aggressively".

According to Kotaku, Zelnick said that the idea is to "turn packaged goods partially into a subscription business, and drive some of the volatility out."

"If we can get a good model for episodic content for high quality titles, that should be a pretty profitable business because there are no hard goods associated with it," Zelnick added.

He commented: "You can't pull content out of a console game and the sell it to people later; it's not a good experience," – perhaps a reference to Take Two's recent involvement in its EA buyout saga.