Take-Two wants to be "the most efficient company in the business"

Increased costs and diminishing returns – for many that was the story of this generation. And it’s not something that Take-Two wants to repeat.

Chairman and CEO Strauss Zelnick has told investors that he wants his publisher to be the most efficient in the business as the industry prepares to embrace a new generation of machines.

Historically, as new platforms enable new work are launched, development expenses have indeed gone up,” he stated. We’re fortunate that we were also able to take our top-quality titles and deliver strong revenues from those titles and, therefore, deliver profitability.

So one of the three tenets of our strategic approach here is efficiency, and we aim to be the most efficient company in the business. And that includes development spending. Our goal is to deliver the highest quality titles and sort of market them as effectively, if not more effectively, than anyone else.

Every time we release a major title, we have to innovate because, basically, when we market something in an innovative way, the industry takes notice. And frankly, when our competitors do, we take notice. Marketing is obviously a crucial part of what makes us as successful as we have been and intend to continue to be.”