Grand Theft Auto is by far Take-Two’s most lucrative property. Are there plans for yearly installments a la Activision’s Call of Duty franchise? According to company chairman Strauss Zelnick, the answer is no.

Speaking to Reuters, Zelnick feels that rushing to churn out a new title on an annual basis potentially risks burning out consumers and threatens quality.

A wise, responsible choice we’d say. While annualizing may bolster profits in the short-term, it can significantly diminish a brand’s image long-term if quality slips.

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