In a Q3 fiscal 2008 earnings call, Take-Two CEO Benjamin Feder revealed the publisher expects sales of Grand Theft Auto IV to exceed any previous GTA title. "First Rockstar is launching a new marketing and PR campaign which will start in the fall and extend into the holiday season. Also as a must-have game for all fans of interactive entertainment, GTA IV we believe should receive a boost from the ramp up in hardware sales during the upcoming holiday season," said Feder.
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