Take-Two chief executive Strauss Zelnick says increasingly expensive gaming hardware could be offset by reliable, low-latency game streaming within three years. He argues that streaming would let devices not normally considered gaming machines run high-end games, potentially expanding the addressable market and improving access in less affluent regions.

Zelnick said PC versions of console releases can now account for 40–50% of sales, compared with 1–2% two decades ago, reflecting a move towards more open platforms. He believes commercial streaming could increase the effective installed base tenfold, although not Take-Two’s revenues by the same amount; the company currently derives about 80% of revenue from the US, Western Europe and a small number of Asian markets. The article notes that similar predictions have repeatedly fallen short, citing Google Stadia’s closure in 2023 despite continuing services from Nvidia, Amazon, PlayStation and Xbox.