Speaking to entertainment magazine Variety, boss Sam Houser has been waxing lyrical about how his team have striven to keep at the forefront of the gaming vanguard for the best part of a decade.

"The intellectual property is the main asset in the company," he conceded (EA might also have been able to offer the same advice).

"That’s why GTA is still relevant 10 years later. We haven’t put one out every year. We haven’t fleeced it. And we haven’t put it on 50 different formats. We’re not per se against moving properties between different media but for GTA it just seems so perfect as a game. You lose a lot of what makes it what it is if you move it into being, say, a movie. It just never seemed interesting creatively."

Houser says that looking beyond the money has been the key to the firm's success.

"We’ve had successful launches before but our angle is always creativity," the boss offered. "Mainly because we’re in a position where we see games slowly gaining credibility as an art form as a medium. A lot of other people want to purely look at that from a business angle. For those of us who spend years slaving over making the thing, the thing isn’t ‘We make this much money.’ That isn’t interesting. The thing is, ‘Does it resonate with people and take an interesting place in their cultural fabric?’ That’s an interesting story to us."

More GTA soon.

By Luke Guttridge