this genre, due to the violent themes intended for mature audiences. Ultimately, rival developers were unable to match the reception of the Grand Theft Auto series. Rockstar North released Grand Theft Auto: San Andreas in 2004, which featured an open world on the scale of three distinct cities. The game also allowed players to customize the player-character and vehicles, as well as compete for turf by fighting with rival gangs. The continued success of the Grand Theft Auto series led to successful spin-offs, including Grand Theft Auto: Liberty City Stories in 2005, Grand Theft Auto: Vice City Stories in 2006, and the 2D Grand Theft Auto Advance for the Game Boy Advance handheld game console. A market analysis in early 2006 found that new games in this genre would have more difficulty than new first-person shooters or racing games, and noted that overall revenue for this genre declines during periods without a new Grand Theft Auto game. By 2006, developers were producing fewer games in this space, estimated at half the number seen in 2005. Grand Theft Auto clones for mobile phones were also released by a number of developers, most notably those from Gameloft's Gangstar series, the first being Gangstar: Crime City in 2006. With the arrival of the seventh generation of video game consoles, the first "next-gen" Grand Theft Auto clones were released in 2006, beginning with Saints Row from 2006 and Crackdown from 2007 both introduced online multiplayer to the genre, a feature that had been requested by many fans. Crackdown attracted attention for being created by David Jones, the developer of the original Grand Theft Auto, and featured the ability to develop the player character's superpowers in a semi-futuristic setting. Meanwhile, The Godfather: The Game and Scarface: The World Is Yours entered the market in 2006, and attempted to apply the Grand Theft Auto formula to popular movie franchises. Still, reviewers continued to measure these games against the standard set by the Grand Theft Auto series. Grand Theft Auto IV was released in April 2008 and featured a large, detailed environment, redefining gameplay and even adopted the GPS navigation system seen in Saints Row. The game broke numerous sales records, including the record for the fastest selling game in its first 24 hours. Since its inception, this genre has evolved to include larger settings, more missions, and a wider range of vehicles. In 2010, Rockstar Games