Take-Two Interactive Software, Inc.
In September 2010, Take-Two Interactive Software, Inc. (T2) reported an unexpectedly high third quarter profit of $5.92 million, driven largely by the success of its video game, Red Dead Redemption (which sold over 6.9 million copies since launching in May). Red Dead Redemption and other T2 games, like the Grand Theft Auto series, were played on consoles and PCs, and relied on retail price points of $30 to $60 to recoup the high cost of producing a top-tier graphics and narrative experience. Casual, mobile, and social games were typically played on cell phones and/or across social networking platforms and obtained revenue via in-game purchases. Such games were increasing in popularity, which caused T2 to question whether the emerging game segments would provide a better future for the company, rather than continuing to develop and sell traditional video games.
Keywords: Mergers and Acquisitions; Business Model; Leadership Style; Marketing; Competitive Strategy; Entertainment and Recreation Industry;
Citation:
Gupta, Sunil, and Margaret Rodriguez. "Take-Two Interactive Software, Inc." Harvard Business School Teaching Note 516-070, January 2016. View Details
