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.

Source: GameSpot