Quality product key to restructure, states Take Two

Creating quality titles for next-gen systems, including Nintendo's Wii and DS, is now a priority for beleaguered publisher Take Two, as the company looks to maximise its franchises in the wake of boardroom and operational upheaval.

Newly appointed chairman Strauss Zelnick and CEO Ben Feder have outlined a 100-day plan to revitalise the company, which involves stripping the publisher down to its core business and making all moves transparent to shareholders and investors.

The company's distribution outfit, Jack of all Games is just one of the divisions not considered part of the core business, and as hinted at in previous interviews, could be sold off.

Feder has also promised a more stringent green light process for product development, where titles that don't meet early expectations will be stopped before production begins.

"We will have a disciplined process for green-lighting games to ensure that all games we produce have a real market potential," said Feder in a conference call yesterday.

"Those that don't will get killed early," he promised.

Quality product is key for Take Two going forward, with the publisher continuing to take on Electronic Arts in the sports market, hoping that higher review scores of its 2K Sports titles would convince consumers of a superior product.

Also at the heart of new product thinking is support for Nintendo hardware, a market where Take Two and publishing offshoot Rockstar Games has traditionally offered limited content.

"We think we can create great games for the Nintendo systems and that's a terribly important relationship to us," offered Zelnick, adding, "All of the next-generation consoles are a priority."

The pair assured investors that previously announced titles Grand Theft Auto IV, Manhunt 2, The Darkness, Beaterator, Bioshock and the 2K sports series will receive full investment and support going forward.

With critics suggesting the company has relied too much on the success of the GTA franchise, Zelnick defended the series stating he sees it as "our James Bond," suggesting as a market leader it can be revitalised rather than milked dry.

He was also keen to point out that Rockstar Games has had other hits under the shadow of the all-conquering GTA series.

"The problem created when you make the biggest franchise in the business is that other huge hits don't look like huge hits," he said.

"The truth is Rockstar has six other franchises that have generated titles that have sold over a million units worldwide."

Relationships with licensors is central to the company's 100-day plan, with the publisher confirming it has already met with third-party companies to rebuild and maximise partnerships.

Although analysts and management alike had previously suggested the company may be looking for a buyer, it seems a sale is currently on hold while the company restructures.