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Take-Two Interactive Software Inc. (NASDAQ: TTWO) may not be seeing much of a follow-on gain for its shares after the release of the notorious Grand Theft Auto 5. The reason is that shares had at one point almost doubled from the lows of the last year in anticipation. What is impressive, make that more than impressive, is that this video game launch set a record of $800 million at the launch day, and now its sales in just three days have crossed over the $1 billion mark in just three days.

A blockbuster drug from a pharmaceutical or biotech company simply means that the drug had $1 billion in annual sales. This now puts Grand Theft Auto even ahead of the launch of Call of Duty: Black Ops. Frankly it is amazing and above and beyond expectations.

This franchise’s next step is probably already how to figure out how to make even a larger debut for GTA 6 down the road. With a new video game terminal refresh cycle now imminent, you know that Take-Two and Rockstar Games are already looking down the road for the next big release from this franchise. It is just too easy to build upon success than it is to build something brand new that is unproven.

Take-Two’s company press release compared this to movies and past franchises by saying, “We believe this marks the fastest that any entertainment property, including video games and feature films, has reached this significant milestone.”