Video Games

LOS ANGELES – 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 Tuesday, 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 Inc. and Rockstar Games Inc.' open-world, action-driving game will easily top last year's record-breaking $300 million first-week sales of Microsoft and Bungee Studios' first-person shooter Halo 3 – 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.

Rockstar vice president Dan Houser said the game developer was being protective for one important reason.

"We want people to be really excited and not know everything by the time they play the game," said Mr. Houser. "Of course, we want them to understand what they're buying, but we want there to be surprises along the way."

Other than four popular online trailers and some embargoed press previews, there hasn't been much information.

Best Buy and Grapevine-based GameStop are opening at midnight for the launch.