"Grand Theft Auto IV" Hits Store Shelves

Wildly Popular Video Game Expected To Shatter Sales Records

(AP)  "Grand Theft Auto IV" went on sale Tuesday, with many fans lining up at midnight to gobble up the popular video game.

"GTA IV" could be the most lucrative launch in entertainment history - and one that many people may not even know about.

Analysts predict Take-Two Interactive Software and Rockstar Games' open-world, action-driving game will easily top last year's record-breaking $300 million first-week sales of Microsoft and Bungee Studios' first-person shooter "Halo 3" - and without a similar marketing bonanza.

With the launch of "GTA IV" on both the Xbox 360 and PlayStation 3, Rockstar is seemingly steering in one direction: the downlow.

"Rockstar wants to control the message all the time," says Sam Kennedy, editorial director for the gaming site 1UP.com. "They want this to be seen and perceived exactly the way they want. That's why - outside of the official trailers they released - people haven't seen a lot of gameplay footage in advance of 'GTA IV' shipping. They want to build that hype."

Take-Two and Rockstar declined to comment for this story, but following a 90-minute demonstration of the game in January, "GTA IV" writer and Rockstar vice president Dan Houser said the infamous game developer, who's also responsible for the "Manhunt" and "Bully" games, was being overly protective for one very important reason.

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Tech Talk Blog: CBS News technology correspondent Daniel Sieberg talks about the game with reviewer and author of “Get Rich Playing Games” Scott Steinberg.

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"We want people to be really excited and not know everything by the time they play the game," said Houser. "Of course, we want them to understand what they're buying, but we want there to be surprises along the way."

The desire for intel about "GTA IV" has been mounting since the game was announced at the Electronic Entertainment Expo in 2006 and again in August when Take-Two revealed "GTA IV" would be delayed until 2008. Other than four popular online trailers and some embargoed press previews, there hasn't been much information.

The silent treatment is a savvy business move, according to Steve Fowler, vice president of strategy for the Ayzenberg Group, a company that specializes in interactive entertainment advertising and marketing. Fowler worked as a product manager on the original "Halo."

"'Halo 3' took the approach of going after a less core consumer, but they had an ulterior motive," says Fowler. "Microsoft was using 'Halo 3,' their biggest property, to try and sell more Xbox 360s. Take-Two and Rockstar are free of that constriction because 'GTA IV' is on both platforms, so they're only motivated to be true to what their game is and sell copies of their game."

Thus far, Rockstar's advertising campaign has consisted of several outdoor elements - billboards, bus wraps, building murals, phony wanted posters - spread across North America and Europe as well as a few viral videos featuring satirical commercials for fictitious "GTA" businesses posted online. GameStop and Microsoft have also aired their own TV commercials featuring the game.

The less-is-more approach might also have something to do with the controversial series' M-rated content. "GTA IV" anti-hero Niko Bellic, an imigrant-turned-gangster from Eastern Europe, isn't exactly one of the Mario Brothers. As Bellic, players can hijack cars, earn cash for criminal activities, flee from police, drive drunk, kill innocent bystanders and patronize strip clubs.

"If you look at their marketing, that's not a selling point at all," says Fowler. "They've gone with this comic book look and feel. It's not about graphic violence. It's not about profanity. It's more about the feeling, expression and the emotional attachment to the characters and the world."

The drama extends beyond Liberty City, the game's fictional locale, and into the real world. Video game publisher Take-Two, which owns Rockstar, has been subject to a hostile takeover bid from Electronic Arts since February. Take-Two has been holding out, refusing to enter formal talks with EA or any other suitor until April 30, the day after "GTA IV" goes on sale.

Huge first-day "GTA IV" sales could certainly boost the value of Take-Two's shares. The lack of a "Halo 3"-sized advertising campaign isn't expected to affect sales, according to video game analysts. Unlike the Xbox 360-exclusive "Halo 3," the ninth "GTA" game is being simultaneously released for Sony's and Microsoft's consoles, a first for the 10-year-old gaming franchise.

"The addressable market at launch is about 24 million consoles," says Michael Pachter, video game analyst at Wedbush Morgan. "So how many will sell in the first week or month or few months? Nine million. That's the number. That's about a 35 percent attach rate. By year's end, it'll be somewhere between 11 and 13 million because more consoles will be sold before the holidays."

By comparison, "Pirates of the Caribbean: At World's End," which had the highest grossing film debut in 2007, fleeced $404 million in its first six days around the world. However, a movie ticket is significantly less than the $59.99 price tag for "GTA IV." And software sales are usually less concerned with opening week figures, according to Pachter.

"Opening week doesn't have any bearing on lifetime sales," says Pachter. "With box office, three to five times opening weekend sales is what movies usually do. Games can slip under the radar and be slow and steady sellers like 'Wii Fit' will be or highly anticipated like 'GTA IV' and literally sell half of their lifetime units in the first week."

Such sales would beat the record held by "Grand Theft Auto: San Andreas," the previous "GTA" console game that sold over 9 million copies when it was released for the PlayStation 2 in 2004, according to NPD Group, which tracks video game sales. To meet the demand, retailers such as GameStop and Best Buy are opening their doors at midnight for special "GTA IV" launch events.

"I would expect April to be a monster sales month for the video game industry, one that is likely to break all sorts of previous records," says Anita Frazier, video game analyst for NPD Group. "We release our April sales data on May 15, and I get goosebumps thinking of the numbers we'll see on that day."

[shanev137]

I heard the game is only so-so and is nothing to get too excited about.

[michellem99-2009]

A poster said a good spanking. there was a day when ye could do just that..Then the nanny govt barred that. Children know that and will play that to the hilt as they know have the power. They sanitse the the news and programs. Sure there is violate out there. I had a talk with my father about certain things he said *Yer sn adult now.Ye know right fron wrong.*.Yep the music in our day..Foster mothers they barred tv,music..they said it* would warp yer mind *.I have heard as an adult the music they talked about.Yhe only thing that warpped their minds is the drugs the used..Not all kids were/are druggies. Just as not all that play the visual games are crooks..It can be used to teach. Let me put it this way..Had I been a teen today I be trying to play the visual games..I say trying as I am legally blind with c/p..I was not raised in the church. I am 53. We were sheltered growing up. My foster mothers kelp the real world from me . I grew up dumb. I can see an educational side to them. I have met adults that can''t tell real from made up. I have *watched* movies that are PG and well..

[threalmike83]

I dont like the way they reported it on the news. As a 36 year old normal guy, and PS3 owner. I have the game. First off yea its a adult game. But anyone see the Associated press news on it? They say your a gangster. Well, you kinda get into that "via the story." Your character is a Russian War veteran. Dealing with some hard issues, he had to go threw with that. Your character talks of how soul-less the men were in war, and how they killed. Also the AP said you meet stange women. Well their is hooker''s in the game. BUT, the women they show in their report while saying this. Is a lady you have to take out several times on normal dates. You''ll go Bowling, and playing darts or whatever many time. You do this during the date, while having normal conversations about life. All this before anything ever happens. And when it does happen, you dont see it. This women questions your life and job. She asks questions of why and what during the game. Theirs alot more than picking up guns and hitting pedestrians. In fact if you do that in the game, you wont get far. In fact in one scene, a man asked you to drive a truck. It blows up a building. And your charter gets mad. And angrily asked, to never have him do that again. If these reporters would give one of these games even 8 hours, before they reported just once!!! Then I would listen to what they had to say.

[threalmike83]

I dont like the way they reported it on the news. As a 36 year old normal guy, and PS3 owner. I have the game. First off yea its a adult game. But anyone see the Associated press news on it? They say your a gangster. Well you kinda get into that via the story. Your a Russian War veteran. Dealing with some hard issues, you had to go threw with that. Your character talks of how soul-less the men were in war, and how they killed. Also the AP said you meet stange women. Well their is hooker in the game. BUT the women they show while saying this. Is a lady you have to take out bowling, and playing darts or whatever many time. Before anything ever happens. And when it does happen, you dont see it. This women questions your life and job. She askes questions of why and what during the game. Theirs alot more than picking up guns and hitting pedestrians. In fact if you do that in the game, you wont get far. If these reporters would give one of these games even 8 hours, before they reported just once!!! Then I would listen to what they had to say.

[extradition]

{yes but these kids would grow up thinking what they did was not right for them to be exposed to such violence..in oppose to your liberal idea that being exposed to violence is okay and should be promoted}

--=.:.=--


I''m not suggesting violence is okay and should be promoted. I believe that violence is wrong and promoting it is wrong. My parents taught me what is right & wrong. On my own free will I chose to play these games and continue to do so.

Promoting a game that contains violence is trifle. Your TVs broadcast programs containing violence 24/7. Games have not had too much of an impact on my character... and what impact they did have, I embrace.

Get over it, your kiddies want to game. Let them. Just make it clear what''s right, what''s wrong, what''s fiction and what''s reality. The best thing to set them straight is a good spanking. In the Old Testament, it was advised that disobedient children were to be stoned...

[allsnotwelll]

Man, How I wish there was no GTA, Marilyn Manson, Violent movies... back in the frontier days. Those criminals were definitely influenced by media. If only you parents could take responsibility for raising your kids right and stop finding scape goats. There are millions of people playing these games and listening to "evil" music... and whatever else you want to blame - for the last 50 years - all the crime, you talk of, demeaning women, etc. has been around from the beginning of humanity. It all comes down to parenting..(that was two periods) So take responsibility for your actions and stop using your religious self righteousness to judge other people

[algoresarse]

Posted by jerr11 at 10:12 PM : Apr 29, 2008
+ report abuse

********

the background music are "liberals whinning".."liberals acting stupid and juvenile" and the all time favorite "al franken does osama"

[algoresarse]

he parents who brought me up are about as strict as they come. You may not allow your children to play these games, but I can promise you that any child can and will obtain the game if they really wanted it.

Your children don''''t have halo''''s on their head but they''''ve probably played Halo. Don''''t fight it, children will game and there''''s not much you can do about it. :c)



Posted by Extradition at 10:15 AM : Apr 30, 2008
+ report abuse

*******

yes but these kids would grow up thinking what they did was not right for them to be exposed to such violence..in oppose to your liberal idea that being exposed to violence is okay and should be promoted

[algoresarse]

I wonder where these kids get these ideas of shooting people..solving thier petty litty problems with killing...killing for fun..

I wonder where

[extradition]

"....nope you''''re not missing anything...sad isn''''t it? I have 2 teen boys and I don''''t allow games like that in my house!!" --Lol. Ha ha, you silly parents! I''m 21 years old I grew up playing each of the Grand Theft Auto games, Counter Strike, Half Life 2, and other first person shooters. I have not been convicted of a crime, I do not have an urge to take someone''s life, nor do I steal vehicles. To date, I have not paid any prostitutes for ***.

The parents who brought me up are about as strict as they come. You may not allow your children to play these games, but I can promise you that any child can and will obtain the game if they really wanted it.

Your children don''t have halo''s on their head but they''ve probably played Halo. Don''t fight it, children will game and there''s not much you can do about it. :c)