Quote of the Day by GTA 6 CEO: “Grand Theft Auto franchise is probably the most valuable IP”

Take-Two Interactive chief executive Strauss Zelnick says the Grand Theft Auto franchise may be the most valuable intellectual property in entertainment, citing its enormous global audience. His comments come as anticipation builds for GTA 6, though he says the game’s success cannot be claimed before its release.

Zelnick noted that GTA 5 has sold more than 230 million copies and credited Rockstar’s work on the series. The article says Pokémon and Marvel may have generated more revenue overall through many more releases, but argues GTA’s value is striking on a per-release basis. Zelnick expects GTA 6 to be something extraordinary, while saying its reception remains to be seen after its planned 19 November release.