‘GTA IV’ expected to sell 9 million copies at launch

Analysts predict Take-Two Interactive Software and Rockstar Games’ controversial game will easily top last year’s record-breaking $300-million first-week sales of Microsoft and Bungee [sic] Studios’ ‘Halo 3’.

There’s no Burger King tie-in or special flavor of Mountain Dew. No commercial directed by Peter Jackson, or even an action figure.

The run-up to "Grand Theft Auto IV" has been considerably less ballyhooed than last year’s over-the-top "Halo 3" debut. Yet when "GTA IV" parks on store shelves on April 29, the latest entry in the controversial video game franchise could be the most lucrative launch in entertainment history – and one that many people may not even know about.

Analysts predict Take-Two Interactive Software and Rockstar Games’ open-world, action-driving game will easily top last year’s record-breaking $300 million first-week sales of Microsoft and Bungee [sic] Studios’ first-person shooter "Halo 3" – and without a similar marketing bonanza.

With the launch of "GTA IV" on both the Xbox 360 and PlayStation 3, Rockstar is seemingly steering in one direction: the downlow.