In Take-Two's third-quarter earnings call last night, CEO Ben Feder said that Rockstar is planning a new Christmas push for GTA IV.
"Rockstar is launching a new marketing and PR campaign which will start in the fall and extend into the Holiday season," said the exec.
"Also as a must-have game for all fans of interactive entertainment, GTA IV we believe should receive a boost from the ramp up in hardware sales during the upcoming Holiday season."
Feder said that Take-Two's partner support for the game will extend through to 2009.
"In addition our hardware partners continue to be excited about the title and are planning to support GTA IV in a major way through early next year," he added.
"The Japanese version of Grand Theft Auto IV is set for release on October 30th and the PC version is due out in November, both of which will open new chapters in the phenomenal performance of the game."
Chairman Strauss Zelnick said he believed Christmas would be kind to the game.
"We’re comfortable where our inventory levels are and we’re comfortable that going into the fall and Holiday season that sales of GTA IV will pick up," he said.
Take-Two confirmed last night that total sales of the action smash have moved through the 10 million unit mark.
Read all our news from the financial release here.