Feder: BioShock 2 'Successful, Not Hugely Successful', Lauds Take-Two's Brand Diversity

According to Take-Two’s chief executive Ben Feder, a successful game need not be part of a popular genre or franchise - it's more important to stand out in a crowded market. In an E3 interview with VentureBeat, Feder explained, “If you look around the show floor, in certain categories, there is a certain amount of crowding. One of the things that distinguishes us is we don’t have a lot of games that other people have.” Rather than try to appeal to as many audiences as possible, Feder hopes to play to the publisher's strengths and produce high-quality games in very specific genres. “Our strategy is to have a select, diverse portfolio," he said. "Over the years, publishers have found it is hard to be all things to all audiences and be good at everything,” he said. “We can cherry pick the genres and categories with incredible games.” Despite the company’s focus on creating high-quality games, Feder explained that some titles, such as Bioshock 2, did not meet the company’s hopeful expectations. “The surprise factor is always going to be there. Sometimes they work for you and sometimes they work against you … Even BioShock 2 is profitable for the company and is a great success. The franchise is viable and has a lasting impact on consumers. It was ultimately successful, but not hugely successful.” But Feder had nothing but praise for Red Dead Redemption and its recent success, which he said will create new opportunities for the publisher. “The title was under development by the time I came to the company. It’s a big bet for sure. As it turns out, it paid off," he explained. "We set out to diversify the product line three years ago,” he explained. “And today, Take-Two is more diversified than at any other point in its history. Having a diverse set of brands allows us to pursue growth opportunities.”