Take-Two chairman Strauss Zelnick has said that the company has no plans to "annualise" its biggest franchises like Grand Theft Auto and Red Dead Redemption.
The exec told Reuters that doing so would threaten their quality and risk burning out consumers.
Zelnick also said he expects the publisher's digital and mobile business to grow from less than ten per cent of revenue to 25-30 percent "over time", but that a business ruled by digital distribution is some way off yet.
"I still think in five years the packaged goods business will dominate," he said. "It's kind of irrelevant to us - basically the same gross margin, basically the same risk."
Legendary id programmer John Carmack said last week that digital distribution inevitably spells the end for packaged media.