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'Grand Theft' Video Game Scores 6 Million Sales In First Week
Image from Rockstar Games
'Grand Theft Auto IV' takes gamers into a gritty urban world.
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Published: May 9, 2008
When you're selling "Grand Theft Auto," who needs advertising?
The richly realistic video game that lets players steal cars, shoot police and snuff out passing prostitutes has achieved a status many companies can only dream of — the product that sells itself.
Released on April 29, "GTA IV" sold 6 million copies in the first week, generating an estimated $500 million in retail sales for its publisher, Rockstar Games, with $310 million in the first 24 hours, the company said. That trounces some of the biggest entertainment launches, including the latest Harry Potter book and Spider-Man movie.
Nearly every teenage boy in the nation has probably heard of the game or wants to buy it already, say game experts, and those numbers are adding up fast.
It also means "GTA IV" topped last year's record-breaking $300 million first-week sales of Microsoft and Bungee Studios' first-person shooter video game "Halo 3." And "Halo 3" benefited from a broad marketing blitz that included special "Halo 3" Doritos, "Halo 3" Slurpees and a "Halo 3" NASCAR race car.
"'Grand Theft Auto' has absolutely rabid followers who will buy the next version of [the game] no matter what," said Rick Hall, a professor in the Florida Interactive Entertainment Academy at the University of Central Florida. And, in this case, the game appeals to the stereotypical fanatical fan of violent video games.
"This is really the 13- to 18-year-old, white, middle-class male player," Hall said.
That's providing powerful lessons to marketers of video games and youth products of any sort.
Lesson No. 1 may be: Violence still sells well. Lesson No. 2 may be: When your product is a runaway success, it's best not to get in the way.
It's Designed For Hardcore Fans
Many new video games hope to attract casual players, those who might pick up a game as an occasional diversion. The Nintendo Wii, for example, was designed to appeal beyond the typical young, male demographic of game fans — and found success even with nursing home residents playing bowling games.
"Grand Theft Auto" is not that kind of game.
The latest version was geared to appeal to the hardcore gamer, and that has benefited Rockstar.
Broad, mass-market advertising has been scant. That was a smart strategy, says Jason Cieslak, managing director of the brand consulting agency Siegel+Gale.
"Grand Theft's" producers get two benefits simultaneously, Cieslak said.
The game's producers avoided heavy advertising spending. And they're less likely to provoke more criticisms from members of Congress or parent groups concerned about adult and violent themes in video games.
"It may be some time before some observers find some extra nasty aspect that gets them back in the spotlight, but perhaps the game makers are hoping that's $500 million down the road," Cieslak said.
Also, a broad advertising campaign might degrade the "street cred" of the game, Cieslak said. Gamers relish the underground, forbidden tone of the game, so it wouldn't do well to advertise during the evening news or in between commercials for Pantene shampoo and GEICO insurance, Cieslak said.
The makers of "Grand Theft" also avoided the popular practice of strategically leaking previews of the game to a large number of game reviewers. Instead, they took a much more secretive route and kept details and images of the game under wraps until nearly a week before the launch.
They also were willing to forego another hot trend in video gaming — selling advertising or product placement space within a game. Those kinds of ads appear in places such as virtual billboards or even the drinks that game characters chug down.
Instead, game producers manufactured whole lines of made-up products. For instance, "Grand Theft" includes Sprunk soda (loosely based on Sprite) and Weazel News (a take-off on Fox News). Those came complete with real-life merchandise such as Sprunk cola T-shirts that fans can buy.
That gave the target demographic of 13-18 year olds something exclusive and secretive that they could wear to school that only other "Grand Theft Auto" insiders would recognize.
All this stands in stark contrast to last year's hottest video game, "Halo 3," backed by Microsoft Corp., which flexed tens of millions of dollars in marketing muscle. With "Halo 3," Microsoft launched the game as if it were a Hollywood film.
The strategy worked well for Microsoft, generating $170 million in sales in the game's first 24 hours of release, with roughly 2.5 million units sold.
Game Has Great Reviews
Microsoft's heavy marketing of "Halo 3" makes the under-the-radar sales success of "Grand Theft" more extraordinary, marketers say. It also helps that the game is getting stellar reviews.
More than two dozen prominent game reviewers gave it exceptionally high ratings. And in some ways the game is setting new standards for creativity.
Amid the controversy, it's often overlooked that the "Grand Theft Auto" franchise achieved iconic status not because of its over-the-top violence or sexual content, but because of its revolutionary structure.
When "Grand Theft Auto III" was released in 2001, most video games required players to "win" by progressing from start to finish along a linear path. "Grand Theft," on the other hand, was more open-ended and gave players a greater sense of free will, allowing them to roam freely while exploring and interacting with the game's expansive metropolis however they see fit.
"Grand Theft" further refines the series' signature "sandbox" style of play — so-called because it has no pre-set script and relies instead on the player's imagination.
"That's what's great about it — it has a great deal of depth," says Christian Crider, 24, of Tampa. "You play 'Halo 2' for 24 hours and you're done — there's nothing else to explore."
Crider, who's been playing video games for about 15 years and now writes about them for Tampa-based REAX Magazine, a monthly entertainment journal, says he normally tries "not to buy into the hype, because most games fail to deliver," but also says, "I was ready for ["Grand Theft Auto IV"] — I bought it on Day One."
As a writer, Crider says he most appreciates the game's social satire, but acknowledges that it's the open-ended game play that sets it apart.
"You have a lot of choice — not in the sense that role-playing games have choice, but in a 'sandbox' way. You can choose to drive your car into a crowd of people or you can choose to drive normally," he said. "It's up to you what you do, which makes it different from the linear types of games that you see most of the time, including 'Halo.'"
In between missions that advance the plot, players can indulge their whims in the game's vibrant world. While that can be as innocuous as using the in-game Internet to find a date or shooting pool with a buddy, players can also go on a blood-thirsty rampage for no reason beyond the spectacle itself. It's when that unscripted play veers toward the violent that the game attracts controversy.
Even then, "Grand Theft" benefits, says Hall of UCF, because in the world of video games, there's "acceptable" and "controversial" violence.
There are highly realistic war-themed video games that allow players to blaze down enemy soldiers. And there are futuristic games where players kill as many aliens as possible. But those games rarely attract criticism because they are somehow "fantasy" or "historic," Hall said.
"As soon as you have some Senator saying 'This game will destroy the minds of America's youth,'" Hall said, "you can almost guarantee that every youth who can get their hands on the game will buy it."
Reporter Richard Mullins can be reached at (813) 259-7919 or rmullins@tampatrib.com. Rommie Johnson can be reached at (813) 259-7426 or rdjohnson@tampatrib.com.
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Reader Comments
Posted by ( Yankee ) on May 9, 2008 at 8:10 a.m. ( Suggest removal )
It is so sad that our youth is finding this entertaining. This is a very violent game and the age gap of 13-18 are the most interested in it is even more sad. No wonder crime in America is being committed by younger and younger kids.
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Posted by ( mamac ) on May 9, 2008 at 8:23 a.m. ( Suggest removal )
Company that owns the game should be put out of business. And anyone who has their car stolen after this should sue them - what a bunch of jack@#WR
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Posted by ( rocknroll ) on May 9, 2008 at 8:27 a.m. ( Suggest removal )
Just what we need more ideas and games that encourage violence. I agree the game should be banned . Its no wonder our youth and our streets have turned into a war zone.
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Posted by ( ziggymoonunit ) on May 9, 2008 at 8:39 a.m. ( Suggest removal )
I have to laugh when people like the ones above me comment about this series. For one, the article has it wrong. This game and the whole series of them since GTA III is marketed to the 18 to 30 year old male hardcore gamer. It's not marketed to little kiddies. The only reason it can be construed that way is because of idiot parents that blindly buy their kids anything they want (you do have to show ID to buy these games, I know, it's happened to me and I'm almost 30 but I look like a teen). It is entertaining. It's fun for adults that happen to have already been taught what the difference is between reality and gaming. And for the crackhead that thinks anyone that gets their car stolen should sue, get your head out of your butt. Again, the game is marketed for adults, and adults are in control of their own actions. This game and the others in the series all have mature ratings on them and the stores do their part IDing buyers that look too young (although I have heard complaints about Walmart not doing it) so the parents need to take responsibility and do their part: take in interest in what your kids are trying to make you buy and then make the decision on whether or not you should buy it. Because, guess what, if you buy it for your kid, whether you bother to find out what's in the game or not, it's your own stupid fault, not the game companies.
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Posted by ( ziggymoonunit ) on May 9, 2008 at 8:43 a.m. ( Suggest removal )
I have kept it clean, I'm respecting others the same as they are respecting anyone else, I'm not hating or using language I wouldn't use with my mom, so this comment (while it might be different than your view) is not 'inappropriate'.
I have to laugh when people like the ones above me comment about this series. For one, the article has it wrong. This game and the whole series of them since GTA III is marketed to the 18 to 30 year old male hardcore gamer. It's not marketed to little kiddies. The only reason it can be construed that way is because of idiot parents that blindly buy their kids anything they want (you do have to show ID to buy these games, I know, it's happened to me and I'm almost 30 but I look like a teen). It is entertaining. It's fun for adults that happen to have already been taught what the difference is between reality and gaming. And for the crackhead that thinks anyone that gets their car stolen should sue, get your head out of your butt. Again, the game is marketed for adults, and adults are in control of their own actions. This game and the others in the series all have mature ratings on them and the stores do their part IDing buyers that look too young (although I have heard complaints about Walmart not doing it) so the parents need to take responsibility and do their part: take in interest in what your kids are trying to make you buy and then make the decision on whether or not you should buy it. Because, guess what, if you buy it for your kid, whether you bother to find out what's in the game or not, it's your own stupid fault, not the game companies.
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Posted by ( freedomfighter ) on May 9, 2008 at 8:50 a.m. ( Suggest removal )
yankee< i agree totaly. this is a game? more like a trianing aid for crime. Its no wonder kids and other peole are killing/robbing/ect. each other. arm yourselves train your wives to defend themselves and your children so they can take care while the husband is away working or whatever. its freakn nuts out there.cops cant get all the criminals and or be every where. way to much murdering and sex crimes / robbing ect. I hope the police understand when or if someone threatns my family or myself and i mean for real threatn their going to end up dead. the end . peace
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Posted by ( craigsmolen ) on May 9, 2008 at 8:51 a.m. ( Suggest removal )
Exactly Ziggy,
If you were to do some reasearch or be an avid gamer like myself and happen to read gamer magazines you would know that Game Informer just did an interview with Parents Television Council. In this interview the PTC stated parents need to take a larger role in purchases made by their kids. Also large video game retailers do an excelent job of carding for mature games. Everyone blames everyone else for all of our problems when really we just need to take a look in the mirror and we could solve most problems ourselves
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Posted by ( lightyearradio ) on May 9, 2008 at 9:32 a.m. ( Suggest removal )
ziggymoonunit: I completely agree. I'm 28 yrs old, a marketing and advertising professional, and have been playing video games my whole life. The strongest point you made was parental responsibility. Never has music, tv, a video game, or a movie encouraged me to do something stupid or illegal. My parents always taught me the difference between fantasy and reality.
Even in middle school my parents allowed me to listen to rap music, watch violent films, but made it a point to explain that it's just entertainment and that it shouldn't dictate one's lifestyle. I never wore baggy clothes or my pants below my butt, or randomly threw up gang signs while honoring some idiotic rapper who had met an untimely death. My parents taught me common sense... and I still got to listen to Dr. Dre and Wu-tang!
BTW, I'm a conservative voting for McCain in the general election. Doesn't liberal mean freedom? So why must liberals always try to censor what they don't agree with?
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Posted by ( boston85 ) on May 9, 2008 at 9:35 a.m. ( Suggest removal )
Conservatives are a funny lot,they tell you they want less government intrusion, yet they want government intrusion when it only fulfills their agenda.
Shiavo,video games, movies etc....
Cant have it both ways Cons.....Make up your mind! Stay out of my buisness and ill stay out of yours
BTW, crime and drug use is down, not up - yankee
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Posted by ( lightyearradio ) on May 9, 2008 at 9:38 a.m. ( Suggest removal )
freedomfighter: What freedoms are you fighting for exactly?
They certainly don't seem to be for life, liberty, and the pursuit of hapiness. They're certainly not for freedom of speech or privacy. Do you also want to tell me what music, movies, and TV my kids can enjoy?
REMEMBER THIS GAME IS NOT INTENDED FOR KIDS, THAT'S WHY THERE'S A GAME RATING SYSTEM IN PLACE! THANKS TO PEOPLE AND INEPT ADULTS POSING AS PARENTS SUCH AS YOURSELF.
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Posted by ( d2d4mate ) on May 9, 2008 at 9:38 a.m.
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Posted by ( d2d4mate ) on May 9, 2008 at 9:39 a.m. ( Suggest removal )
I would have to agree that the relationship between "violent" games and violence in kids (and adults) is rather weak. It is also like that age old question, what came first, the chicken or the egg? How do we know that someone who is already predisposed to being violent, is not more likely to look for games that have violence (versus violent games being the cause)? These people are likely to do bad things whether playing violent video games or watching Elmo. Secondly, it all comes down to parenting, as was mentioned by a few people above. Whenever a child does something wrong, a lot of people scream it was the TV's fault, the teacher's fault, the movie's fault, the game's fault. Parents accuse violence on TV (tell the parent to toss the TV....is it really that hard if they truly believe that is the cause?) I received a good share of spankings when I was a kid and made bad choices. My parents' hands were much more influential than Rambo. I also can't remember the last time I heard a criminal say, Grand Theft Auto gave me the idea to steal the car and run down a few pedestrians.
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Posted by ( d2d4mate ) on May 9, 2008 at 9:41 a.m. ( Suggest removal )
Hmmmmm......I would have to agree that the relationship between "violent" games and violence in kids (and adults) is rather weak. It is also like that age old question, what came first, the chicken or the egg? How do we know that someone who is already predisposed to being violent, is not more likely to look for games that have violence (versus violent games being the cause)? These people are likely to do bad things whether playing violent video games or watching Elmo. Secondly, it all comes down to parenting, as was mentioned by a few people above. Whenever a child does something wrong, a lot of people scream it was the TV's fault, the teacher's fault, the movie's fault, the game's fault. Parents accuse violence on TV (tell the parent to toss the TV....is it really that hard if they truly believe that is the cause?) I received a good share of spankings when I was a kid and made bad choices. My parents' hands were much more influential than Rambo. I also can't remember the last time I heard a criminal say, Grand Theft Auto gave me the idea to steal the car and run down a few pedestrians. I have never heard that, in fact.
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Posted by ( boilercolts ) on May 9, 2008 at 9:46 a.m. ( Suggest removal )
What ever happened to high quality games that teach morals and values like Dungeons and Dragons or DOOM?
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Posted by ( pasco_pete ) on May 9, 2008 at 10:02 a.m. ( Suggest removal )
Video games and rock music do not make violent people. Poor upbringing, bad environment or mental issues make violent people.
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Posted by ( rhboone ) on May 9, 2008 at 10:42 a.m. ( Suggest removal )
we need to stop blaming games and letting our surroundings raise our children, And start taking responsibility for them and raise them right ourselves!!
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Posted by ( Captain07 ) on May 9, 2008 at 12:06 p.m. ( Suggest removal )
For the people that are blaming voilence in video games the cause of voilence in the U.S. are on some good drugs. Oh wait, maybe that is your problem, you are on so much non-useful meds that you are passed out on semi-conscious while you kids run a muck. Maybe stay off of the anit-depressents and spend more time with your children and understand them. I know that both father and mother have to work to make ends meet but there is time after work to sit with your kids and teach them good morals. Don't think, hey i had a ruff day at work and i am stress out that i should take my non-useful meds and have a bottle of wine to relieve my probelms, maybe family sittings or games with your children will be a relaxing enough to relieve those stresses.
On another note, look at all of the voilence in the world and U.S. from past up to when the orignal GTA was released (2001). Who do you blame that on?
So before you blame video games for the actions that your kids take, maybe sit down and think; what could i have done to teach my kids what is reality and what is fictional (morals).
By the way... the drugs that the doctors give to our children now of days is the problem and is killing the youth of children these days, not video games. Kids act on what they see from THIER parents, they spend almost a quarter to half of their life with them. This is there developmental years, they need role models that will teach them from right and wrong. This is how they know what is reality or fictions.
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Posted by ( buurt ) on May 9, 2008 at 12:09 p.m. ( Suggest removal )
I have played this game before I agree it is violent HOWEVER after playing it I didn't go out and steal cars, beat up hookers and go on a shooting spree. If someone does any of the above you can't blame it on a freakin video game gimme a break they had problems before this game....and the comment about suing the video game makers if their car gets stolen is the most ridiculous thing I have ever heard!
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Posted by ( Hothead ) on May 9, 2008 at 1:15 p.m. ( Suggest removal )
OK you 'male hardcore gamers', I'm near 50, female, and think these games are very entertaining, as do many of my peers. I'm way tired of people using their kids to try to limit what I can see and do. STop giving your kids games and movies that are intended for adults, try to give them some values at home, and don't blame us if you fail at that.
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Posted by ( ziggymoonunit ) on May 9, 2008 at 1:23 p.m. ( Suggest removal )
Hothead, you aren't alone, lol. You are a bit older than me but I'm female and I love the GTA series :)
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Posted by ( freedomfighter ) on May 9, 2008 at 5:53 p.m.
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Posted by ( freedomfighter ) on May 9, 2008 at 6:08 p.m. ( Suggest removal )
lightyearradio. if idiot parents buy this for their kids or let their kids play this game -18 then they are idiots. if you havent been looking around in the news lately with all these kids rapeing useing knives on other kids beating other kids nearly to death and having guns at schools or at the bus stops ect.then your a blind fool. this should be 4 adults only. but its not kids get a hold of this game and some kids act it out in some way because their parents are idots and dont decipline them or just dont care. so I think your a total IDIOT! moron.
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Posted by ( freedomfighter ) on May 9, 2008 at 6:26 p.m. ( Suggest removal )
freedom for those who can handle it and be responsible with their freedom.
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Posted by ( ziggymoonunit ) on May 9, 2008 at 7:06 p.m. ( Suggest removal )
freedomfighter: the game is for adults only it has a mature rating! Kids get ahold of the game because of parents that can't bother themselves to pay attention to what they are buying for them. That's the issue. I'm pretty sure that the things you describe in your post would drastically go down in numbers if parents would actually do their job as parents! Instead they put their blinkers on and ignore everything hoping their kid is as good as they think he/she is until something goes wrong. When that happens they point the finger not at themselves where the blame belongs but at anything else they can think of. Whether that be tv, movies, music or video games. I've been thinking for the past several years that maybe people should be IQ tested before being allowed to have children and situations like this just cement that thought in my mind.
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