During a conference call to discuss earnings, Take-Two CEO Strauss Zelnick stated that the company is going to focus more on recurrent consumer spending over game sales. This means they're looking to worry less about how many copies a game sells and more about how much each person spends per copy.
"We've said that we aim to have recurrent consumer spending opportunities 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 will be some ability to engage in an ongoing basis with our titles after release across the board," Zelnick said.
Take-Two is moving more to engagement and microtransactions, much like most of the rest of the industry. with Take-Two and Grand Theft Auto Online already being huge moneymakers in this arena.
"The business, once upon a time, was a big chunky opportunity to engage for tens of hours, or perhaps a hundred hours," Zelnick continued. "That 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 ... That's a sea change in our business. Recurrent consumer spending is 42 percent of our net bookings in the quarter. It's been transformative for us."
With the recent criticism of Take-Two's use of virtual currency, Zelnick does not seem to see any damage to their business from this current strategy. Zelnick did clarify, however, that it will not always be virtual currency, but could be a number of different engagement methods.
Our Take
This isn't surprising, considering how much money Take-Two makes from its various microtransaction and "living game" models. Hopefully they manage to get it right the first time and take the criticism and feedback to heart.
from www.GameInformer.com - The Feed https://www.gameinformer.com/b/news/archive/2017/11/08/take-two-plans-to-only-release-games-with-recurrent-spending-hooks.aspx
No comments:
Post a Comment