It looks like the success of titles like NBA 2K and Grand Theft Auto V has resulted in some core business changes over at Take-Two Interactive. During the publisher’s most recent earnings call, its CEO confirmed plans to bring micro-transactions to all games going forward. This may not arrive in the form of a multiplayer online component as we saw in GTA V, but an increased push for additional spending beyond the initial game purchase will be present.
During the investors call, Take-Two CEO, Strauss Zelnick said: “We aim to have recurrent consumer spending options for every title that we put out at this company. It may not always be an online model. It probably won’t always be a virtual currency model, but there’ll be some ability to engage on an ongoing basis with our titles after release across the board.”
Zelnick added that this is a big change for the publisher’s business. However, since microtransactions made up 42 percent of the company’s revenue last quarter, it wants to keep pushing in that direction.
“The business that once upon a time was a big, chunky opportunity to engage for tens of hours, or perhaps 100 hours, has turned into ongoing engagement, day-after-day, week-after-week. You fall in love with these titles and they become part of your daily life.”
This isn’t particularly surprising news, after all, GTA V is still bringing in tons of cash years after its original 2013 launch. We have also seen other publishers placing a bigger emphasis on micro-transactions, with Ubisoft, EA and Activision also including them in most titles.
KitGuru Says: I’m not the biggest fan of micro-transactions but I’d be lying if I said I’d never engaged in them. That is unfortunately the problem, nobody likes having to spend extra cash, but so many people are willing to do it at this point that it is impossible for publishers turn down the opportunity.