Take-Two Needs 'BioShock' Jolt

Creutz and others are quick to point out that BioShock may become a blockbuster but never reach the level of success that games in the Grand Theft Auto series have.

BioShock is a dark and complex game, says Todd Greenwald, an analyst with Nollenberger Capital, after playing the game. It also lacks the pop-culture elements and a great soundtrack that turned Grand Theft Auto into a sensation.

But the success of BioShock will be enough to stave off criticism that Take-Two is excessively dependant on its one successful franchise.

Take-Two has already felt the pain of missing the Grand Theft Auto IV release. The company's decision to push back the launch of that game from October to next year forced it to cut forecasts for the fourth quarter and fiscal year and sent shares down by more than 14% on the news.

BioShock will release on just two platforms, the Xbox 360 and PCs, and the lack of the game's availability on Sony's(SNE) important PlayStation 2 or PlayStation 3 consoles and Nintendo's Wii will hold it back.

"All the buzz will only get Take-Two about a million in sales," says Satterfield. "Beyond that, it is up to the publisher to market the game to the right places and people."

If Take-Two doesn't drop the ball, BioShock could become the silver lining for the company this year.

>To order reprints of this article, click here: Reprints