The full potential of the BioShock franchise as a major money maker for publisher Take-Two is yet to be realised, CEO Strauss Zelnick has confirmed speaking during this week's Cowen and Company analyst conference.
Zelnick was in agreement with a suggestion that the franchise is yet to reach its commercial potential.
"We haven't given any colour on how you should think about it yet except we do believe it's beloved; we think it's important [and] certainly something that we're focused on; something 2K Marin will be responsible for shepherding going forward.
"I don't want to say much else except to agree with you. I think there's a lot of upside in that franchise," Zelnick said. "It hasn't necessarily been realized yet."
He concluded: "The question for the future, assuming we decide to answer the question, would be 'How do you stay true to that creatively?'; 'How do you do something exciting?'; and 'How do you expand the market?'. That would be the natural drill. We're starting from a good point on it. And certainly it's been a great piece of business for us; it's been a profitable piece of business."
BioShock Infinite has shipped over 6.5 million copies to date, but is the last entry in the franchise from series creator Irrational Games and Ken Levine.