The Lost and Damned features a new protagonist, Johnny Klebitz, who is a member of Liberty City's biker gang The Lost, a gang which is featured in missions throughout the course of Grand Theft Auto IV. Dan Houser, vice president of creative development at Rockstar Games, claims the episode will show "a different side of Liberty City". Jeronimo Barrera, Vice President of Product Development for Rockstar Games, has said that the episodes are experiments because they are not sure that there are enough users with access to online content on the Xbox 360. Take-Two Interactive's Chief Financial Officer, Lainie Goldstein revealed that Microsoft was paying a total of $50 million for the first two episodes.
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