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In a conversation with Fox News, Take-Two CEO Strauss Zelnick stated that Grand Theft Auto Online’s success has been one of the best changes made to the established franchise. In fact, almost three fourths of the players who have bought and play Grand Theft Auto V also play GTA Online. "Just a few years ago when we put out a product, no matter how big, when we put out a hit we collected our money, we went onto the next," Zelnick stated. "Now what we're finding is we're creating recurrent consumer spending and we have the gift that keeps on giving."