Rockstar. Patience is the strategy.
One of the slowest release schedules in gaming, and one of the most profitable studios in entertainment. Rockstar turned waiting into a business model.
THE GIST ON ROCKSTAR: "Waiting Into Power"
How does Rockstar make money by releasing so little?
Over the last decade Rockstar has released remarkably little. No annual franchises, massive gaps between releases. Instead, its existing titles have become long-running online platforms.
GTA Online generated half a billion dollars in 2023, so Rockstar doesn't need new games to survive.
What does it do with the time?
Other studios use live service models to justify output. Rockstar uses it to buy time: to innovate technology, let hardware catch up, and rethink scale, physics, AI and world design from the ground up.
That preserves the feeling that every release is an event, a massive leap forward and not just content.
Why does it work?
At the very top of entertainment, frequency isn't as important as consistency. Consistently releasing games that redefine what is possible has turned player patience into a business strategy.
The 13 year wait for GTA 6 proves it.
Can you wait 13 years for a game?
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Quick answers
How much did GTA Online make in 2023?
About half a billion dollars, according to Huw.
Why does Rockstar release so rarely?
Online revenue means it doesn't need new games to survive, so it uses the time to innovate and let hardware catch up.
How long has the wait for GTA 6 been?
Huw calls it a 13 year wait.
See you on the next one.
What should the next one be? Suggest a topic for Huw to explain
The conversation
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