Strauss Zelnick does not waste time on oratorical precautions. The CEO of Take-Two Interactive — in office for 19 years, with 35 years of experience at the head of companies — spoke recently at the iicon convention, delivering his positions on subjects as hot as GTA 6artificial intelligence or rivalry with platforms like Roblox. Portrait of a leader who sets the bar high.
On GTA 6expect… few revelations. Zelnick refuses to reveal anything likely to disrupt the stock price or the marketing plan. It simply confirms thata broad and ambitious marketing campaign is planned, very different from that of GTA 5 in 2013. “13 years ago, we were still buying advertising on national TV channels. This will no longer be the case.” Positioning will be clearly oriented towards the channels where audiences’ attention is focused today. Nothing surprising for a title which could become, according to several analysts, one of the most important cultural launches in entertainment history.
AI and jobs: Zelnick against disinformation from tech giants
It is on artificial intelligence that Zelnick is most clear-cut – and most direct. He also prefers to speak of “technology” rather than AI, judging the term too polysemous. His thesis is clear – technology does not eliminate jobsit amplifies human creative capacity. “Technology does not create. It allows human beings to create.”
It goes further by directly targeting large tech companies which have laid off thousands of employees by invoking AI. For him, this speech is false : these companies just recruited excessively during the pandemic, without ever solving their payroll problem. Take-Two is currently piloting several hundred internal projects liès à la technologie, mais aucun n’est qualifé de par « existentiel ». La priority reste la creativité.
| Subject | Position de Zelnick |
|---|---|
| AI and jobs | No job cuts, contrary to big tech talk |
| Roblox | Different model, mutual respect, no direct competition |
| Mobile | ~50 % des revenus de Take-Two, grâce à Zynga |
| GTA 6 | Major marketing campaign, without details on content |
Roblox ? Respect, but no overlap. Zelnick recognizes the success of the platform, but assumes a clear line of demarcation: “Roblox is not in the same business as us.” Take-Two makes interactive entertainment; Roblox hosts that of others. To enrich your experience on Roblox, other resources also exist.
Zelnick’s ultimate ambition deserves attention: making Take-Two the world’s largest entertainment company. He cites Netflix – leader in pure entertainment with only films and series – as an achievable reference. The pillars to achieve this are:
- Maintain a stable management team (attrition rate twice lower than the industry average)
- Accept failure as an integral part of the creative strategy
- Balanced readings grosses productions (GTA, Mafia) with projects like Judas by Ken Levine
- Develop between 3 and 6 new mobile releases per year, with Zynga
“Maybe it’s out of our reach – but we’re going to try very hard.” Frankly, it’s exactly this kind of assertive lucidity that distinguishes true builders from simple communicators.
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