Take-Two CEO calls GTA 5 the most valuable entertainment IP ever

Take-Two CEO Strauss Zelnick has called Grand Theft Auto 5 the most valuable entertainment IP ever created, crediting its success to the frequent updates and social nature of GTA Online.

Speaking with podcaster David Senra, Zelnick revealed the title has generated "a lot" in revenue, with over 225 million copies sold since 2013. Zelnick emphasized that the game's longevity is due to its evolving multiplayer mode, which keeps players connected and engaged. "You can actually talk and connect and play together," he said, highlighting how online games are inherently social experiences.

He even used his mother's online bridge game as a relatable example of how digital spaces can foster real-world connections. The comments come ahead of GTA 6's November 2026 release, which is already generating sky-high expectations. While Zelnick and Rockstar co-founder Dan Houser have both praised the franchise's "freedom" and genre-blending, the CEO's focus on social engagement adds a new layer to the conversation about what makes GTA stick with players for years.

As the next GTA looms, the challenge will be to build on the social blueprint of GTA 5 while delivering something truly new. For now, Zelnick's insights reaffirm that, in the world of open-world gaming, staying connected is as important as staying in control, and given that GTA Online pulls in a staggering $8.5 million per week, or $5 billion over 10 years.

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If those leaked figures are accurate, Take-Two and Rockstar will undoubtedly be expanding heavily on the GTA Online experience in GTA 6, with previous rumors suggesting Rockstar will take a Roblox-like approach by embracing roleplaying/community servers. A further expansion could even look like a whole GTA Online ecosystem built on community-created assets, storylines, experiences, etc.

While we aren't exactly sure what Rockstar will be cooking for the new GTA Online, we know the developer will be expanding significantly in the online experience.