Development
The content was first announced during Microsoft's 2006 E3 press conference on 9 May 2006. Peter Moore, then head of Microsoft's Interactive Entertainment Business division described downloadable content as "epic episode packs", and not just an extra car or character. A press release during the conference said that the packs would add "hours of entirely new gameplay" to the game. On 20 February 2008, it was initially announced that the extra content would be introduced starting August 2008. As part of its second quarter financial reports Take-Two announced that the downloadable content had been delayed and would be released during the first quarter of its 2009 financial year (November 2008–January 2009). On 13 November 2008, Take-Two executive chairman Strauss Zelnick warned that while they were aiming to release the first episode pack by January 2009, the date may have had to change to the second financial quarter of 2009 (February–April) depending on the completion date. The 17 February release date was eventually announced one week after Zelnick's warning.
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