Something something digital ownership
Perpetual sync rights licenses aren’t unheard of, but typically these require an ongoing revenue split of sales or a big up front. More often than not, limited rights are used to save scratch and because its going to be for a set period, like 30 days (for an ad campaign).
In fact, I wouldn’t be shocked if Take Two opted for perpetual, and decided they won’t afford a per unit sale anymore, and pulled the game to stop paying.