Take-Two Interactive chairman and CEO Strauss Zelnick made it clear that, at least for Take-Two, the game industry is now all about "recurrent consumer spending" rather than game sales. "The business, once upon a time, was a big chunky opportunity to engage for tens of hours, or perhaps a hundred hours," he said. That has turned into ongoing engagement. Day after day, week after week. You fall in love with these titles, and they become part of your daily life. This perspective is not terribly surprising, given that Take-Two continues to generate tons of revenue from sales of in-game items and virtual currency in games like Grand Theft Auto Online and NBA2K 17. However, it still gives other devs in the industry a bit more insight into where Take-Two plans to take its business in the future: "recurrent consumer spending opportunities" (aka microtransactions).