Take-Two Interactive Software, Inc. (‘Take-Two’) develops, publishes, and markets interactive entertainment for consumers around the globe.
The company develops, operates, and publishes products principally through Rockstar Games, 2K, and Zynga. In October 2024, the company sold its Private Division label, including its rights to substantially all of the label's titles. The company’s products are designed for console gaming systems, including, but not limited to, the Sony Computer Entertainment...
Take-Two Interactive Software, Inc. (‘Take-Two’) develops, publishes, and markets interactive entertainment for consumers around the globe.
The company develops, operates, and publishes products principally through Rockstar Games, 2K, and Zynga. In October 2024, the company sold its Private Division label, including its rights to substantially all of the label's titles. The company’s products are designed for console gaming systems, including, but not limited to, the Sony Computer Entertainment, Inc. (‘Sony’) PlayStation 4 (‘PS4’) and PlayStation 5 (‘PS5’), the Microsoft Corporation (‘Microsoft’) Xbox One (‘Xbox One’) and Xbox Series X|S (‘Xbox Series X|S’), and the Nintendo Switch (‘Switch’), as well as mobile, including smartphones and tablets, and personal computers (‘PC’). The company delivers its products through physical retail, digital download, online platforms, and cloud streaming services.
Strategy
The company’s strategy is to create hit entertainment experiences, delivered on every platform relevant to its audience through a variety of sound business models. The company’s pillars—creativity, innovation, and efficiency—guide it as it strives to create the highest quality, most captivating experiences for the company’s consumers. The company’s teams have established a portfolio of proprietary software content for the major hardware and mobile platforms, and the company aims to be at the forefront of technological innovation. The company has a diverse portfolio that spans all key platforms and numerous genres, including action, adventure, family, casual, hyper-casual, role-playing, shooter, social casino, sports, and strategy. This enables the company to appeal to a wide array of consumers and demographic groups worldwide, ranging from game enthusiasts to casual gamers. The company’s strategies are to develop robust player relationships, increase scale and profitability, and identify and lead new paradigms and market trends.
Businesses
The company derives substantially all of its revenue from the sale of its interactive entertainment content, which includes the sale of internally developed software titles and software titles developed by third parties, the sale of in-game virtual items and advertising, and live services on console, PC, and mobile. Operating margins are dependent, in part, upon its ability to release new, commercially successful software products and to manage effectively its development and marketing costs. The company has internal development studios located in Australia, Canada, China, Czech Republic, Finland, Germany, Hungary, India, Serbia, South Korea, Spain, Turkey, the United Kingdom (‘U.K.’), and the United States (‘U.S.’).
The company engages in evolving business models, such as online gaming, virtual currency, add-on content, and in-game purchases, and it expects to continue to generate incremental revenue from these opportunities. The company also generates revenue from advertising primarily within its mobile software products.
Rockstar Games: Rockstar Games' strategy is to develop a limited number of titles that are known for their quality and longevity in the market, for which they can create sequels and incremental revenue opportunities through virtual currency, add-on content, and in-game purchases. Software titles published by its Rockstar Games label are primarily internally developed. The company expects Rockstar Games, its wholly-owned publisher of the Grand Theft Auto, L.A. Noire, Max Payne, Midnight Club, Red Dead Redemption, and other popular franchises, to continue to be a leader in the action/adventure product category and to create groundbreaking entertainment. The company’s most recent installment, Grand Theft Auto V, which was released in 2013, has sold over 210 million units worldwide and includes access to Grand Theft Auto Online. Rockstar Games offers its GTA+ membership program, which engages its player community with an array of rotating benefits, including access to classic Rockstar Games titles. Rockstar Games continues to invest in the franchise and announced that Grand Theft Auto VI, which was expected to launch in Fall of Calendar 2025, is now planned for release on May 26, 2026, during the company’s fiscal year 2027. The label released its first trailer for the title in December 2023 and the second in May 2025, and it will share more details in the future. Red Dead Redemption 2, which has been a critical and commercial success that set numerous entertainment industry records, has sold more than 70 million units worldwide to date. Rockstar Games continues to expand on its established series by developing sequels, offering downloadable episodes, and providing additional content. Rockstar Games' titles are published across all key platforms, including mobile.
2K: The company’s 2K label has published a variety of popular entertainment properties across all key platforms and across a range of genres, including shooter, action, role-playing, strategy, sports, and family/casual entertainment. In recent years, 2K has expanded its offerings to include several new franchises that are expected to enhance and diversify its slate of games and provide opportunities for sequels and additional content. The company expects 2K to continue to develop new, successful franchises in the future. 2K's internally owned and developed franchises include the critically acclaimed, multi-million unit selling BioShock, Mafia, Sid Meier's Civilization, and XCOM franchises, as well as the Borderlands and Tiny Tina's Wonderlands franchises, which the company now owns following its June 2024 acquisition of Gearbox Entertainment. 2K's realistic sports simulation titles include the company’s flagship NBA 2K series, which continues to be the top-ranked NBA basketball video game, the WWE 2K professional wrestling series, PGA TOUR 2K, and TopSpin 2K. 2K also publishes mobile titles, including WWE SuperCard. In 2018, the company expanded its relationship with the NBA through the NBA 2K League.
Zynga: The company’s Zynga label publishes popular free-to-play mobile games that deliver high quality, deeply engaging entertainment experiences, and generates revenue from in-game sales and in-game advertising. Zynga's strategy is to have numerous games in concept development and to determine which titles are best suited for soft launch and worldwide launch based on the achievement of various milestones and key performance indicator (KPI) thresholds. Zynga's diverse portfolio of popular game franchises has been downloaded more than six billion times, including CSR Racing, Dragon City, Empires & Puzzles, FarmVille, Game of Thrones: Legends, Golf Rival, Harry Potter: Puzzles & Spells, Match Factory!, Merge Dragons!, Merge Magic!, Monster Legends, Toon Blast, Top Eleven, Toy Blast, Two Dots, Words With Friends, Zynga Poker, and a high volume of hyper-casual mobile titles, including Color Block Jam, Fill the Fridge!, Parking Jam 3D, Power Slap, Pull the Pin, Screw Jam, Twisted Tangle, and Tangled Snakes.
Private Division: In October 2024, the company sold its Private Division label, including its rights to substantially all of the label's titles. The label was dedicated to bringing titles from the industry's leading creative talent to market and was the publisher, developer, and owner of Kerbal Space Program.
Manufacturing
Platform manufacturers, such as Sony, Microsoft, and Nintendo, either manufacture or control the selection of approved manufacturers of physical copies of software products sold for use on their respective hardware platforms. The company places a purchase order for the manufacture of its products with Sony, Nintendo, or Microsoft's approved replicator and then sends software code to the manufacturer, together with related artwork, user instructions, warranty information, brochures, and packaging designs for approval, defect testing, and manufacture. Games are generally shipped within two to three weeks of receipt of its purchase order, and all materials.
The company’s software titles typically carry a 90-day limited warranty.
Arrangements with Platform Manufacturers
The company has entered into license agreements with Sony and Microsoft to develop and publish software in Asia, Australia, Europe, North America, and certain Latin American, Middle Eastern, and African countries.
Sales
The company sells software titles both digitally and physically through direct relationships with digital storefronts and platform partners, large retail customers, and third-party distributors. The company sells its products globally and has sales operations in Australia, Canada, France, Germany, Japan, Singapore, South Korea, Taiwan, the U.K., and the U.S.
The company is dependent on a limited number of customers that account for a significant portion of its sales. Sales to the company’s five largest customers during the fiscal year ended March 31, 2025, accounted for 81.0% of its net revenue, with Apple, Sony, Google, and Microsoft each accounting for more than 10.0% of its net revenue.
The company distributes its titles, add-on content, and in-game purchases through direct digital download to consoles, PCs, and mobile devices. The company also sells advertising within a number of its games, primarily in mobile. The company’s advertising offerings provide creative ways for marketers and advertisers to reach and engage with its players and are generally essential for its free-to-play titles. The company’s advertising offerings include banner and interstitial advertisements, engagement advertisements, and offers in which players can participate in watch-to-earn engagements or other offer engagements, branded virtual items, and sponsorships that integrate relevant advertising and messaging within gameplay.
Marketing
The company’s marketing and promotional efforts are intended to acquire new users, maximize consumer interest in its titles, promote brand name recognition of its franchises, assist retailers, and to properly position, package, and merchandise its titles. Marketing is particularly important for the company’s mobile titles to build a large community of players. From time to time, the company also receives marketing support from hardware manufacturers in connection with their own promotional efforts.
The company markets titles by:
Implementing public relations campaigns, using social, digital, online, television, outdoor, and print marketing, including certain performance marketing programs.
Stimulating continued sales by reducing the wholesale prices of the company’s products to retailers, digital storefronts, and platform providers at various times during the life of a product.
Employing various other marketing methods designed to promote consumer awareness, including social media, in-store promotions, and point-of-purchase displays, direct mail, cooperative advertising, attendance at trade shows, as well as product sampling through demonstration software distributed via the Internet or the digital online services.
The company has been able to build a large community of players, particularly for mobile titles, through players discovering the company’s games in platform storefronts, the viral and social features built into the network effects of its games, as well as the cross-promotion of its games to its existing audience. However, the company also acquires its players through paid advertising channels. The company advertises its mobile games primarily within other mobile applications and on social networks, often through in-app and other advertising partners, such as Facebook and Google.
Competition
In the company’s business, it competes with:
Examples of the company’s competitors include Electronic Arts Inc., Embracer Group AB, Playrix, Playtika, Roblox, Savvy Games, Tencent, and Ubisoft Entertainment S.A.
Sony, Microsoft, and Nintendo for the sale of interactive entertainment software.
The company also faces competition from online game developers and distributors who have primarily focused on specific international markets and with high-profile companies with significant online presences with new and expanded mobile gaming offerings, such as Apple, Google, and Microsoft.
The company is required to obtain licenses from certain of its competitors, including Sony and Microsoft, to develop and publish titles for their respective hardware platforms.
International Operations
International sales are a significant part of the company’s business. For the fiscal year ended March 31, 2025, the company earned 39.5% of its net revenue outside the U.S.
History
Take-Two Interactive Software, Inc. was incorporated under the laws of the state of Delaware in 1993.