It’s decision time once again for Electronic Arts boss John Riccitello.

His company’s $2 billion tender offer for Grand Theft Auto publisher Take-Two Interactive is set to expire today.

But with talks between the two sides yet to take off, Riccitello is likely going to have to make a call on whether to extend the deadline on the $25.74 per share bid for a third time.

The duo are going in the opposite direction: EA fell $1.26, or 2.4 percent, to $51.52 yesterday while Take-Two gained 36 cents, or 1.3 percent, to $27.33.

So far Take-Two Chairman Strauss Zelnick has been winning the staring contest, arguing to shareholders the company needs to hold out for a richer bid.

Zelnick argues the current offer doesn’t recognize the inherent value in properties like “Grand Theft Auto IV” – a position that’s been vindicated by the game pulling in more than $500 million in its first week. He’s also been bolstered by recent news that “BioShock,” another hit, is being adapted into a movie by Universal Pictures.

Sources close to Take-Two also continue to insist that EA is not alone in its interest in the company.

Many analysts continue to believe the success of “GTA IV” isn’t likely to meaningfully affect the value EA puts on Take-Two. They suggest, though, there’s room to go at least $1 or $2 higher.