Take-Two Interactive CEO Strauss Zelnick has said that the Grand Theft Auto series has shipped 125 million games since its original PSone debut.
Speaking at the Credit Suisse 2012 Technology Conference today, Zelnick put the series' continued success down to the firm's refusal to annualise as Activision has with Call of Duty.
"It's our view that if you want intellectual properties to be permanent, then you run the risk in that circumstance of having consumers fall out of love with that franchise. [Activision] obviously views the world differently," he said, according to Gamespot.
He went on to back up this claim by noting the reported 20 per cent year-on-year drop in sales for this year's CoD entry, Black Ops 2.
"That's never been the case with one of ours," he said. "Ours do better each time. Our view is it's hard to make permanent intellectual properties if you annualize it, with the exception of sports titles. So far that's proven to be the case. IP that is annualized eventually seems to hit the wall and we don't want our IP to hit the wall."
Rockstar released the second GTA V trailer earlier this month, revealing loads more about the much anticipated title.
A GTA V release window of Spring 2013 has been confirmed.