Rockstar's Red Dead Redemption has been a huge hit, selling in 5 million units at retail in just a few weeks. Considering the game's hot start, analysts are now beginning to label the IP as Take-Two's next "mega franchise." The publisher might even be profitable in a non-GTA year thanks to the game's performance.

One key aspect of the title's success was its marketing, Take-Two said, as noted by Wedbush Morgan analyst Michael Pachter. "We note that RDR has displayed greater staying power, and remains in the top 10 of certain key online retailer sales lists. Apart from the game’s high Metacritic score, management attributed a large portion of the game’s success to its marketing campaign. We noted multiple prominent billboards throughout Los Angeles promoting RDR, in addition to print ads, TV commercials, and a TV special," Pachter said.

He added that Take-Two is now aiming to support all of its major releases with more intensive marketing campaigns. "As a result of the success of the RDR campaign, Take-Two will focus more on marketing for future high profile releases, including Mafia II," Pachter noted.

Red Dead is estimated to have cost around $70 million to develop, and who knows how many millions were pumped into the marketing of the title. Frankly, it wouldn't surprise us if the campaign costs pushed total expenses upwards of $100 million or more.