Take-Two CEO Comments on Grand Theft Auto 6 Marketing

Strauss Zelnick, the Chairman and CEO of Rockstar Games’ parent company, Take-Two Interactive, has commented on the long wait for Grand Theft Auto 6‘s second trailer. During a recent interview, Zelnick was asked about Grand Theft Auto 6‘s release date and the secrecy behind it, to which the CEO noted that the full marketing campaign will begin “relatively close to the release window.”

The first trailer for Grand Theft Auto 6 broke the internet back in December 2023, but Rockstar Games and Take-Two Interactive have remained largely silent on the game ever since. While the initial release date was set for 2025, an earnings call for Take-Two Interactive later narrowed down the release window to Fall 2025. As the months continue to fly by, fans are eager to see more from the title after over 480 days of no significant news. While there have been countless rumors and fan theories about when a second trailer could be released, Take-Two’s CEO has now revealed the studio’s plans for the game’s marketing campaign.

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Strauss Zelnick Discusses Grand Theft Auto 6 Marketing

In a new interview with Bloomberg, Take-Two Interactive CEO Strauss Zelnick briefly commented on the lack of a release date for Grand Theft Auto 6 and what the studio’s plans look like for a marketing campaign. When asked why there is so much secrecy surrounding a launch date, Zelnick said it is the greatest anticipation he’s ever seen for an entertainment property. As such, Take-Two wants to “maintain the anticipation and the excitement.” The Chairman and CEO went on to explain how certain competitors will reveal their release schedule years in advance, but Take-Two has “found that the better thing to do is provide marketing materials relatively close to the release window.”

Grand Theft Auto fans recently narrowed down a potential release date for GTA 6 using Borderlands 4‘s confirmed release date, with many believing that the most anticipated title in gaming will likely arrive in October or November. If that turns out to be the case, Take-Two Interactive will likely begin marketing Grand Theft Auto 6 closer to these months, based on Zelnick’s recent comments. Exactly how close the studio intends to start the marketing campaign to the release date remains unknown, but it explains why there has been no significant news on Grand Theft Auto 6 for well over a year now.

While gamers around the world are patiently waiting for Grand Theft Auto 6‘s release, so are publishers. A recent report claimed that at least three major publishers are prepared to postpone their upcoming titles toavoid competing head-on with Grand Theft Auto 6. It’s unclear which publishers these are, but it’s likely that there are countless more that are also waiting for Take-Two and Rockstar to set a firm release date for the title. Many fans are also growing concerned that Grand Theft Auto 6 could be delayed into 2026, but Zelnick’s recent comments suggest that the studio is simply holding out until closer to release to share more details.