The launch of the next instalment of the biggest game series of all time, (and IVGC students No.1 favourite game IP) was delayed and the share price of its parent company dropped over 10%. In this talk we will look at the birth and evolution of the greatest gaming IP. What is the secret of its success?  What lessons can Game Designers draw from the game? What can the world expect from Rockstar's next instalment 12 years in the making. The biggest game launch of all time.