Spotlight Take-Two Interactive Software: Riding the Gaming Tailwinds

Take-Two Interactive Software makes games for consoles, computers, and phones. With a mission to be the most creative, innovative, and efficient entertainment company in the world, the firm attributes its success to captivating players with experiences that transcend geographies and generations.

Headquartered in New York City, Take-Two Interactive was founded in 1993 and soon became known for brands including Rockstar Games, 2K, and Intercept Games. With 13 titles that have sold more than five million units and 17 of the top 200 U.S. mobile games, today the firm ranks among the largest American gaming companies. That places it fourth by gaming revenue behind Microsoft (Xbox Series), Activision Blizzard (Call of Duty), Electronic Arts (FIFA), and Epic Games (Fortnite). In 2021, Take-Two Interactive’s most profitable game was NBA 2K22.

Credit: Take-Two Interactive Software

The firm differentiates its products by combining advanced technology with compelling storylines and characters that offer unique game experiences—all of it highly dependent on the creation, acquisition, and licensing of intellectual property. (Today, it owns the intellectual property rights to 30 proprietary brands.) The strategy is then to focus on a select number of games for which it can create sequels and incremental revenue opportunities through virtual currency, add-on content, and in-game purchases.