Take-Two is keenly interested in moving further into networked gaming, microtransactions and downloadable content, executive chairman Strauss Zelnick said at the Piper Jaffray consumer conference in New York today, where he was touting Take-Two's market positioning to an audience of investors.

Zelnick said the publisher is currently testing in-game ads for its sports titles "pretty aggressively", and is also experimenting with ways to add microtransactions into the mix across its franchises. The idea, said Zelnick, is to "turn packaged goods partially into a subscription business, and drive some of the volatility out". Plain language? Digitally-distributed business models like pay-for-content and subscriptions are less risky than the $AU 63.44 retail box.

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