The Digital Marketplace
Online connectivity has influenced every facet of the gaming industry and transformed the dynamic of software sales. GTAV perhaps provides the greatest case study in which the monetization of video games has so drastically evolved. The digital market brings the store shelf to the gamers’ front room, giving publishers a permanent space with which to market its product. With flash sales, free bonus content, bundles, online stores mean GTA V is always there, just a click away.
But it is in-game purchases that have by far and away been the biggest earner for Rockstar, with the publisher making an astonishing amount of money from its 10 million active users. It is this that has been arguably the most influential factor in why GTA V has continued to stay relevant.
In essence, there’s just no incentive for Rockstar to make a new GTA game when it’s making hand over fist money on GTA V’s online component. The margin on in-game purchases is infinitely higher than investing significant time into developing entirely new games, and GTAV has no shortage of individuals willing to spend shedloads. Rockstar, understandably, will continue to nurture the platform for as long as it can, which is its likely to stick around for some time into the future.
