E3 2019 - Take-Two boss Zelnick hopes positive end to US-China trade war

E3 2019 - Take-Two boss Zelnick hopes positive end to US-China trade war

The CEO of Take-Two Strauss Zelnick has said he would like a "positive" and amicable end to the trade talks between the United States and China.

Speaking to Bloomberg (below), the head of the Rockstar and 2K parent said that China represents a "great market opportunity," pointing to the success of Take-Two's collaboration with local tech and entertainment behemoth Tencent on NBA 2K Online in the region. That title, as Zelnick told investors last month during its FY18/19 call, is currently the No.1 sports game in China on PC with more than 45m consumers signed up.

This audience is content to part with its cash, with recurrent spending - microtransactions and so on - being up by 74 per cent year-on-year.

"We've very optimistic about China," Zelnick told Bloomberg.

"Our relationship with Tencent is great and NBA 2K - which is a joint venture between us and Tencent - is the number one PC sports title in China with 45m registered users. The recurrent spending on that title is up by about 74 per cent year on yea. We also distribute in China in a myriad of other ways. Our NBA 2K title was just approved for PS4 in China. We think there's a great market opportunity and we're hopeful the trade talks will be resolved positively, amicably and in a way that's beneficial for the overall entertainment business."

The US-China trade war kicked off when Donald Trump became president of the United States, following a campaign in which he vowed to tackle what he deemed offensive practices by the People's Republic.

Starting in 2018, Trump place tariffs designed to hit China. This has culminated in the commander in chief signing executive order 13873, which restricts US IT and communications tech to China.

The full interview is right here: 

PCGamesInsider Contributing Editor

Alex Calvin is a freelance journalist who writes about the business of games. He started out at UK trade paper MCV in 2013 and left as deputy editor over three years later. In June 2017, he joined Steel Media as the editor for new site In October 2019 he left this full-time position at the company but still contributes to the site on a daily basis. He has also written for, VGC, Games London, The Observer/Guardian and Esquire UK.