Retailers hail 'GTA IV' as 'event of 2008'

The retail community has expressed the anticipation that is building around the April 29 release of Rockstar's Grand Theft Auto IV.

“As with previous GTA releases, GTA IV will be the benchmark for all future releases with regards to volume of sales. The question is what will sell more: PS3 or Xbox 360?” said Jonathan Edwards, games buying manager at Tesco.

Tricia Brennan, buying director at Game, added: “There is huge consumer anticipation for GTA IV. This truly is the launch event of 2008. Customers cannot wait to be able to play the game.”

Many industry insiders have said it is disappointing that Rockstar will miss the peak Easter sales period, but the trade believes it will not affect sales.

Juliana Foley, trading manager for games at Entertainment UK, stated: “I don’t believe the timing of the release will matter to the long-term success of Rockstar’s GTA IV.

“A non-peak GTA release will certainly change the dynamic for other triple-A releases. However, GTA is both day one and an evergreen sales opportunity. It should still feature highly in the Christmas charts as well as at launch.”