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News from Take-Two Interactive’s financial report confirms sales of 5 million units for Red Dead Redemption...
Take-Two Interactive has announced via its Q2 2010 financial report that Red Dead Redemption has sold through a hugely impressive 5 million units after only three weeks on the market.
This flies in the face of pre-release claims from industry analysts (not mentioning any names – ahem! – Michael Pachter) that the Wild-West setting wasn’t strong enough to make Red Dead Redemption a blockbuster franchise, and that it would only manage to sell 2-3 million units. Today, gaming won.
While Redemption’s 5 million sales in three weeks doesn’t not quite reach the lofty heights of GTA IV’s 6 million in one week, it does nonetheless mark the Wild-West game out as a blockbuster franchise without a shadow of a doubt.
Take-Two has even confirmed that these 5 million sales make Redemption a profitable product, despite somewhat unsubstantiated claims that its development costs were in excess of $100 million (which were reported before the bulk of an expensive marketing campaign).
“While we invested significantly behind development and marketing in line with the quality and the scope for Red Dead Redemption, it is profitable for the quarter and is on track to become more profitable this year,” said Take-Two’s Executive Vice-President, Cindy Buckwalter in a post-earnings conference call. “So we're really excited about where it is; it's off to a great start and we really see a great future and great opportunities for that title.”
Strauss Zelnick, Take-Two’s Chairman added: “The successful worldwide launch of Red Dead Redemption reflects the unparalleled creative talent that is a distinguishing strength of Take-Two, and the title has set new benchmarks for quality and innovation. We are incredibly proud of our creative teams and their success in delivering some of the best interactive entertainment experiences. We have raised our outlook for 2010 to reflect these achievements.”
That’s all very well and good, Strauss, but technically that “unparalleled creative talent” lies with Rockstar, don't you think Mr. Zelnick? Take-Two's Director and CEO, Ben Feder offered a more enlightened opinion in the post-earnings conference call:
"One of the reasons that I think Red Dead Redemption was so succesful is because it wasn't another franchise. It was new content, it doesn't involve aliens, it doesn't involve army people; it involved a whole new way of looking at open world entertainment," he commented. "It really takes some of the best of what Rockstar has to offer in terms of a new point of view, in terms of delivering something new to consumers that delights them. We went left when everybody else went right and [was] exploiting franchises; we went ahead and delivered something new even this late in the console cycle. This console cycle is full of surprises and this is one of them."
Well said, Ben.