The gaming industry is abuzz over today's unveiling of Grand Theft Auto IV. Rockstar Games, a division of Take-Two Interactive Software (NASDAQ: TTWO), aims to raise the bar of game design with what the company says is a lifelike interactive experience -- and immersive, too.

The New York Times reports that the game can take more than 40 hours to complete.

The graphic details, the music and the ability to accommodate 16 players sound impressive.

Take-Two Interactive has released this new version of the game as a takeover attempt by rival Electronic Arts (NASDAQ: ERTS) ensues.

Grand Theft Auto has returned amid the usual controversy for the heavy violence and sexual content, but the innovation in game design promises to stimulate curiosity in those not normally prone to game playing.