Sony Europe's former CEO shed light on a strategic move that significantly boosted the PlayStation 2's (PS2) sales and popularity. By securing exclusive rights to Rockstar Games' Grand Theft Auto (GTA) series before the Xbox hit the market, Sony cemented the PS2's position as a leading console. Dive deeper to understand the business strategy behind this decision.

Sony Signed Special Deals for PS2

Acquiring Exclusive Rights to GTA Paid Off

In an insightful interview with GamesIndustry.biz at EGX in London last October, Chris Deering, the former CEO of Sony Computer Entertainment Europe, disclosed that Sony's pursuit of GTA exclusivity for the PS2 was a direct response to the impending launch of Microsoft's Xbox in 2001.

Sony proactively approached third-party developers and publishers, striking special deals to ensure certain games were exclusive to the PS2 for a two-year period. Take-Two, the parent company of Rockstar Games, agreed to this arrangement, leading to the release of GTA 3, Vice City, and San Andreas as PS2 exclusives.

Deering admitted that Sony was concerned about Microsoft potentially offering similar exclusive deals to bolster the Xbox's game library. "We were worried when we saw Xbox coming," Deering explained, which prompted their strategic move to secure exclusives.

Initially, there was uncertainty about the potential success of Grand Theft Auto 3, as previous GTA games were top-down. However, the exclusivity deal turned out to be a masterstroke, significantly contributing to the PS2 becoming the best-selling video game console of all time.

"It was very lucky for us. And actually lucky for them, because they got a discount on the royalty they paid," Deering noted. Such exclusive deals are not uncommon across various industries, including today's social media platforms.

Rockstar Games’ Leap to 3D Environment

Grand Theft Auto III marked a pivotal moment for the franchise by introducing 3D environments, moving away from the top-down perspective of its predecessors. This shift revolutionized open-world gaming, transforming Liberty City into a vibrant, interactive metropolis teeming with sidequests and activities.

In a November 2021 interview with GamesIndustry.biz, Rockstar co-founder Jaime King explained that the transition to 3D was contingent on finding the right technology. "From a storytelling perspective, we knew it would be much more immersive if you could actually get down to the streets and go 3D," he said.

The PS2 provided the necessary technological capabilities for Rockstar to bring their vision to life. Subsequent GTA releases continued to build on this 3D foundation, introducing new narratives, mechanics, and graphical improvements. Despite the PS2's hardware limitations, the three GTA titles released for the console were among its top-selling games.

Why is Rockstar Games Silent About GTA 6?

Looking forward, the buzz around the much-anticipated Grand Theft Auto 6 has been met with strategic silence from Rockstar Games. In a video posted on December 5, former Rockstar developer Mike York suggested that this silence is a deliberate marketing tactic.

While the prolonged wait for more information on GTA 6 might dampen some fans' enthusiasm, York described it as "a really cool tactic, in a sense." By keeping details under wraps, Rockstar fosters a sense of excitement and speculation among the community, organically building hype.

York reminisced about how the development team relished in fan theories, such as the infamous Mt. Chiliad mystery in GTA V, where cryptic symbols on a mural sparked endless speculation. Although some mysteries remain unsolved, York assured that "All the developers over there are geeking out about it, trust me."

With only a single trailer released for GTA 6, the game remains shrouded in mystery. Yet, Rockstar's strategy keeps the GTA community engaged and active, eagerly awaiting the next big reveal.