With the launch of the Epic Games Store last year, the digital video game market is now bigger than ever. For many players, having to use multiple launchers is annoying and unnecessary. Setting up their own platforms is arguably a good move for a company. Unlike what seems to be the current trend, Take-Two doesn’t feel the need to launch its own digital marketplace. On the contrary, the company views more competition as a good thing.
Take-Two believes that it’s “very difficult to try and attract consumers only through a wholly owned captive site,”. The fact of the matter is that people don’t like being told where to shop. When a customer has to hop between multiple platforms and launchers, their experience is negatively affected.
“That’s not how consumers shop,” Zelnick told GamesIndustry.biz. “When it comes to broad-based entertainment offerings, you are better placed to be where the consumer is, rather than indicating to the consumer where they need to be. If your focus is solely on capturing retail margin, then you have to be very convinced you’re going to be a great retailer.”
Zelnick continues by saying that Take-Two makes “entertainment”, and that being a retailer is not in their ‘DNA’. The arrival of Epic’s game store is apparently a good thing for both Take-Two and the consumers. The CEO also states that new digital platforms make it “significantly easier to develop cross-platform”.
“From our point of view, we don’t see another retailer as a disruption,” Zelnick adds. “We want to be where the consumer is, and if there’s a competitive offering that benefits consumers, generally speaking, if the business model makes sense for us, we will support it.”
You’d expect that more competition would affect others’ sales negatively, but that wasn’t the case for Take-Two. As Red Dead Redemption 2 soars past 23 million copies sold, the publisher comfortably reached its revenue goal for the third quarter.