The big Strauss Zelnick interview: GTA, AI, Roblox and building the biggest entertainment company in the world

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Strauss Zelnick declines to reveal GTA VI details but confirms Take-Two will run a broad, modern marketing campaign rather than heavy network-TV buys. He embraces AI and new technology as production tools that enable creativity rather than replace creators, and says the company runs hundreds of projects exploring these tools. Zynga-powered mobile accounts for about half of Take-Two's revenue, and the company plans a disciplined slate of a few scalable mobile releases per year. Take-Two will not pursue a Roblox-style platform model, stresses long senior-management tenure and low attrition, and sets an ambitious goal to become the biggest interactive entertainment company on Earth.

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