GTA VI Marketing Campaign Will Begin Closer to Launch, Confirms Take-Two CEO Strauss Zelnick

In a recent interview with Wall Street Week's David Westin, aired on Bloomberg Television’s official YouTube channel, Take-Two Interactive CEO Strauss Zelnick offered fresh insight into the highly anticipated Grand Theft Auto VI, particularly addressing the publisher's unconventional approach to its marketing strategy.

Since the debut trailer in December 2023, Rockstar Games has maintained radio silence regarding the upcoming blockbuster. This contrasts with the rollout strategy employed for Red Dead Redemption 2, which saw three trailers spread out over three years, in addition to a dedicated gameplay showcase and a launch trailer. That model created a slow burn of interest, but also contributed to speculation and shifting expectations.

However, Zelnick clearly signaled that GTA VI will not follow the same extended marketing roadmap. Instead, Take-Two is holding back its campaign until the launch date nears, with the objective of maintaining both mystery and momentum.

"The anticipation for that title (GTA VI) may be the greatest anticipation I've ever seen for an entertainment property. And I've been around the block a few times and I've been in every entertainment business there is. We want to maintain the anticipation and the excitement," said Zelnick.

"We do have competitors who will describe their release schedule for years in advance. We found that the better thing to do is to provide marketing materials relatively close to the release window in order to create that excitement on the one hand and balance the excitement with unmet anticipation."

This strategy echoes Bethesda’s approach with Fallout 4, which was unveiled and released within six months, creating a concentrated wave of marketing buzz and consumer interest. Though GTA VI was officially announced long ago, it seems Rockstar is playing a similar game, opting to keep details close to the chest until it can unleash a carefully timed campaign blitz.

Such a strategy is not only intended to stoke fan excitement but may also serve as a calculated move in a highly competitive industry. According to analysts, GTA VI is not just a game—it's a cultural event. The uncertainty surrounding its exact release date has left competitors in limbo, hesitant to schedule their own major launches for fear of being overshadowed.

So far, only Vampire: The Masquerade – Bloodlines 2 in October and Crimson Desert remain tentatively positioned in the Fall 2025 window. The rest of the industry appears to be holding its breath, waiting to see when Rockstar will make its next move.

Are you ready for the next wave of GTA VI hype? Do you prefer a longer marketing cycle or this last-minute rollout? Share your thoughts below—we want to hear from you!