Take-Two boss says good games are the new bad games: "Some of our competitors have realized maybe a little late in the day that consumers are not okay with okay"

GTA 6.

Amid heightened competition and expectations in gaming, Take-Two CEO Strauss Zelnick reckons good games just don't cut it anymore – or, as he put it, "good is the new bad."

Speaking with IGN, Zelnick sizes up the steady rise of AAA development costs and lengthening production timelines. "I think it's a reflection of the fact that as entertainment businesses mature, consumers seek quality and everyone realizes that the consumer is highly demanding and properly so," he said.