The Grand Theft Auto boss also admits he was "stunned" by the market reaction to Google's Project Genie AI demo

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Take-Two Interactive CEO Strauss Zelnick argues that placing interstitial ads in premium games priced at $70-$80 would be 'unfair' to consumers, while acknowledging contextual advertising (like stadium ads in NBA 2K) is acceptable in free-to-play titles. He also outlines plans to shift Take-Two's revenue mix from 65% US-based to 20-25% US-based within a decade by expanding into underserved markets like India, Africa, and Latin America through localization, distribution partnerships, and geo-pricing. Additionally, Zelnick expresses surprise at investor panic over Google's Project Genie AI demo, arguing AI creation tools benefit the industry but cannot replace the human creativity needed to produce hit games.

Take-Two boss Zelnick says it would be "unfair" to put ads in premium games