Take-Two has stated that the Grand Theft Auto franchise will avoid releasing yearly titles like the Call of Duty games to keep interest high.
Company boss, Strauss Zelnick, revealed that GTA games have shipped a massive 125million units overall.
Zelnick claimed the lasting appeal of the GTA series was down to its release schedule, which doesn't follow a yearly pattern like Call of Duty.
"It's our view that if you want intellectual property to be permanent, then you run the risk in that circumstance of having consumers fall out of love with that franchise," he said at the Credit Suisse 2012 Technology Conference [via GameSpot].
"[Activision] obviously views the world differently."
The latest Call of Duty release, Black Ops 2, launched earlier this month and it appears as if sales are below last year's Modern Warfare 3.
Zelnick said this was an indicator of annualised IP 'hitting the wall'.
"That's never been the case with one of ours. Ours do better each time. Our view is it's hard to make permanent intellectual property if you annualise it, with the exception of sports titles.
"So far that's proven to be the case. IP that is annualised eventually seems to hit the wall and we don't want our IP to hit the wall."
You can check out the latest trailer for GTA 5 here.