Sam and Dan Houser

Developers/publishers

By KAREN IDELSON

'Grand Theft Auto'

Grand Theft Auto" creators Sam and Dan Houser have no intention of letting their individual profiles outrun their product. The British brothers -- co-founders of Rockstar Games -- shun press, rarely respond to criticism of their games and aim to compete with the cinematic storytelling experience rather than other videogames.

In a recent Variety interview, Dan Houser asserted the pair aren't out to appear reclusive, just that "the less (people) know about us, the more they are able to lose themselves in the world of our games."

The name Rockstar recalls the brothers' first career aim and fits them even in gaming: The Houser brothers disappear in their games the way glam rock band Kiss used to vanish behind makeup.