The GTA and COD franchises are very different in the fact that they are released at different times - COD has an annual release, whereas GTA is released when ever the next game has been created and perfected. This means that many people consider the GTA games to be more 'special', because each game is anticipated, whereas COD always has a release each year, and so it is not as anticipated. Zelnik (the head of Take Two interactive - the parent company of Rockstar), stated that the most recent game in the COD series, 'Black Ops II' looks likely to fall short of the sales numbers that the previous game had reached. He then added: "That's never been the case with one of ours. Ours do better each time. Our view is it's hard to make permanent intellectual properties if you annualize it, with the exception of sports titles. So far that's proven to be the case. IP that is annualised eventually seems to hit the wall and we don't want our IP to hit the wall." This suggests that because the games are not released annually, it gives the game creators time to perfect the game, and make it better for the consumer. This means that the consumers feel that the GTA series is more of a rarity, and so the wait for the release of the game makes it much better than if they were released each year like the game in the COD franchise.
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