Rockstar Games and Take-Two have announced that the next set of downloadable content (DLC) for Grand Theft Auto IV (GTA IV) will be releasing (again exclusively) for the Xbox 360 this Fall, going by the name The Ballad of Gay Tony.

Following in the footsteps of the previous GTA IV DLC, The Lost and Damned, The Ballad of Gay Tony puts players in the role of Luis Lopez, “a part-time hoodlum and full-time assistant to legendary nightclub impresario Tony Prince (aka “Gay Tony”).”

The DLC will go for $19.99 and makes heavy use of the nightclub life of Liberty City, which is a huge departure from The Lost and Damned’s biker gang theme. The Ballad of Gay Tony will require a copy of GTA IV to play.

Take-Two also revealed that they would be releasing both of the DLC packs, The Lost and Damned and The Ballad of Gay Tony, on a single standalone disc entitled Grand Theft Auto: Episodes from Liberty City. The pack will go for sale at retail with a current RRP of $39.99, and will not require a copy of GTA IV to play. Commenting on this new retail opportunity, Take-Two president Ben Feder said:

“We’re quite pleased with the download performance on the first episode. We’ve also seen opportunities - and demand - at retail. Both channels are important to us… while we’re pleased with the download, we saw an opportunity to take advantage of retail as well.” Take-Two board chairman, Strauss Zelnick added:

“It’s a great opportunity for consumers who have not been able to buy these on Xbox Live. You don’t have to have the original title, which is an important element of this.”

Money signs.