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8th July 2021

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Take-Two: Social networks will bring "a true mass audience" to games

CEO Feder sees growth opportunities on Facebook, as well as online play in Asia

Discussing emerging markets for Grand Theft Auto publisher Take-Two, CEO Ben Feder has said that social networks will bring a true mass market audience to the videogame business.

His comments come after the company revealed plans to launch a new Civilisation game on Facebook, to launch in 2010, and as rival publisher Electronic Arts accelerated its growth in the area with the recent acquisition of social games company Playfish.

"Social network games is an area that promises to deliver a true mass audience to the videogame world and we're bringing Civilisation Network to Facebook next year," Feder told the audience at the FBR Capital Markets conference in New York.

He also pointed to online play in Asia as another growth area for the company, with the publisher expecting NBA 2K Online to succeed in China and surrounding regions when released next year.

"Asia is a burgeoning area for us, it's a growth area. Online games are especially important to that region and especially important to Take-Two, and we're specifically proud to be partnering with Tencent [Holdings], which is one of China's top online game operators, to bring our NBA franchise to Asia," he said.

Feder acknowledged that the past year has been "challenging" for Take-Two and the industry as a whole, but he expects the company to perform well in 2010 with four sequels due for release – BioShock 2, Red Dead Redemption, Max Payne 3 and Mafia 2.

Celebrating employer excellence in the video games industry

8th July 2021

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Latest comments (4)

Tomas Nevrtal Senior AI Programmer, Codemasters11 years ago
All publishers are so afraid of missing the train. Social networks games will have different gameplay, mechanics, style and business model. I am not sure if they belong to the videogame business. I would see it as an expansion to a new market rather than a growth of the videogame industry. The potential is massive, but established publishers and developers have only a small head start. We have already seen it in web-based games and SMS games.
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Teri Thom Owner / Artist, KrabbitSoft Studios Inc.11 years ago
A casual facebook game specifically designed to introduce the story, characters and gameplay of the "real videogame" to the facebook audience might work to bring the casual focused facebook audience to the "real videogame" that represents the developer. Kind of a mouthful.. but definitely worth a poll.
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@Teri. That's a similar scenario to the excellent D&D Tiny Adventures. There was a really good retrospective of this project at GDC'09. If you've got access to the vault, I'd recommend checking it out.
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Jas Purewal Partner, Purewal & Partners11 years ago
@Teri - isn't that just a demo? I imagine that 'mainstream' gamers would recognise it as such
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