Take-Two Interactive president Strauss Zelnick was recently interview by Games Industry about a number of things, but the topic soon turned to the ultra-popular Pokémon GO. Zelnick praised the augmented reality application and the power of the Pokémon brand.
“It’s really exciting, and I think it shows what happens when you apply interesting technology and great creativity to beloved intellectual property. The key point here is the Pokemon property is something a whole generation has this incredible affection for. And that’s the real difference. This very technology has been used before in a title that kind of disappeared without a trace. What’s remarkable here is not the technology and not really the gameplay. What was remarkable was tying that to Pokemon. And how can you not be impressed by what they’ve achieved? It’s a wonderful achievement.”