The Saints Row series has mature and violent themes but that doesn't hinder sales, according to Volition's Jim Boon.
Saints Row 4 was announced last month and it looks even stranger than the rest of the games in the franchise as it now features superheroes.
However Boon believes the mature tone is one of the reasons Saints Row has become a big success in the first place.
"Ultimately I don't think that [Saints Row's] tone gets in the way of bigger sales," he told OXM. "If anything, I think our tone is an element of our success.
"Saints Row is quite unlike anything else out there, and I think gamers crave unique experiences - I know I do. We have a lot of passionate fans that love Saints Row, so I think we are striking the right chord."
Recently former Gears of War developer Cliff Bleszinki suggested that Saints Row would be a bigger success if it toned things down slightly.
"If your average guy is embarrassed to be playing a sequence in a game when his wife walks in that's a bad sign," he said on Twitter.
Saints Row 4 will launch 23 August.