'Red Dead Redemption 2' is not expected to sell as well as 'Grand Theft Auto V'.

Red Dead Redemption 2

Red Dead Redemption 2

Take-Two Interactive - which owns publisher Rock Star Games - has high expectations for its upcoming Wild West sequel, but it won't be measuring it against the staggering 95 million units sold by the last title they initially put out back in 2013.

The company's CEO Strauss Zelnick told GI.biz: "It's hard to expect anything to perform as well as the most profitable entertainment product of all time.

"I don't think that's a realistic expectation. Our hope, and also belief, is that 'Red Dead Redemption 2' will be an extraordinary creative product and that it will do incredibly well.

"Beyond that I can't say - I don't think anyone can say. We have to release it and see what consumers think."

One area where 'Red Dead 2' could compete with 'GTA V' might be downloadable content, which was lacking in the latter but could be explored in the upcoming title.

During a Cowen & Company conference earlier this year, Take-Two executive Karl Slatoff said: "Across the board, we do see downloadable content as an interesting business model for us.

"It depends on a game-by-game basis whether that makes sense... Rockstar has specifically said that's something they would contemplate in the future but hasn't made any specific announcements about Red Dead or any of their other games going forward.

"It is a very lucrative model for us; it is a very compelling model for consumers because it allows them to continue to engage in the game in a way they are used to engaging with the game."