Take Two boss Strauss Zelnick has criticised Activision’s business model when it comes to releasing their big games (namely Call of Duty). Saying that while the current model is fine in the short run, it won’t result in a long-lasting IP.

It’s our view that if you want intellectual properties to be permanent, then you run the risk in that circumstance of having consumers fall out of love with that franchise. [Activision] obviously views the world differently.

While, from a technical standpoint, he praises their ability to release top quality COD games every year, he stresses that the reason that Grand Theft Auto has been so successful for so long (Grand Theft Auto has sold 125 million copies to date) is that releases of their games are so rare that they have a “special” feel to them. Something which, due to a yearly release, Call of Duty doesn’t have.