Take-Two Interactive CEO Strauss Zelnick took the stage at the UBS Media and Communications Conference today to give investors a general overview of the company. In a post-presentation question-and-answer session, Zelnick underscored the difference between the Take-Two and Activision approaches to a hit series.

　　Don't expect GTAV to have a subscription-based service tied to it. When asked about subscription-based stat-tracking services like Activision has recently embraced with Call of Duty Elite, Zelnick was hesitant to endorse them.

　　"I can't tell whether it's relevant yet. I'm kind of skeptical, frankly," Zelnick said. "I suspect that we want a different experience on our big screen than we do on our middle-sized screen than we do on our mobile screen, because I think we use them at different times and they mean different things. I do think an intellectual property can thread through, but only if it is really high quality."

　　And while Zelnick didn't name names, he was critical of certain publishers' desires to annualize hit games that don't necessarily lend themselves to new installments every year.

　　"If you start trying to stamp these products out annually, we don't think that's consistent with a high-quality result," Zelnick said, adding, "If you give consumers something every year like clockwork, even if it's fantastic, there's a high chance they're going to get tired of it."

　　Zelnick also spoke to the publisher's general approach to digital distribution, revealing that packaged goods account for 90 percent of the company's business. However, Zelnick said that's not because the publisher is particularly enamored with the retail environment; it's more a matter of where consumers have indicated they want to buy Take-Two's products.

　　"We want to make sure we have everything available all the time wherever the consumer is," said Zelnick. "We don't have any currency around what platform something is, nor should we."

　　Updated Take-Two franchise unit shipment numbers

　　Grand Theft Auto - 117 million

　　Grand Theft Auto IV (individually) - 23 million

　　Red Dead - 13 million

　　Red Dead Redemption: Undead Nightmare (individually) - 2 million

　　LA Noire - 4 million

　　Midnight Club Racing - 19 million

　　BioShock - 9 million

　　Civilization - 11 million

　　Mafia - 5 million

　　Borderlands - 5 million

　　NBA 2K - 18 million

　　NBA 2K11 (individually) - 5.5 million

　　Carnival Games - 8 million