Take-Two CEO Reveals why GTA 6’s Release date is Unknown & Rockstars Marketing Strategy

By - Che Browndon
Written-on - March 29, 2025

GTA 6

Grand Theft Auto six (GTA6) is currently one of the most anticipated video games of the decade. This game is highly anticipated because of how good other GTA games were in the past and also because it comes from a well-known gaming IP. After global success of Grand Theft Auto Five, there were rumors about Grand Theft Auto 6 and Rockstar confirmed those rumors when GTA 6 was officially announced on February 4, 2022. The game has been in development for at least a decade now.

About GTA 6

After so much anticipation, a trailer for Grand Theft Auto 6 was revealed December 4, 2023 giving fans some insights and details about what to expect from the upcoming game. The trailer was so popular it basically took over the entire Internet. The game is going to have two protagonists, a male (Jason) and a female (Lucia) based on a real life criminal couple Bonnie and Clyde. The game is set in Vice city which is basically Rockstar’s version of Miami (Florida). The game is expected to have a much more expansive world than Grand Theft Auto Five and characters are expected to have more freedom when emphasizing on interacting with “Objects” in the world.

Since then, not much has been said about the game. No release date has been confirmed alongside any brand new trailer. Hardcore GTA fans could only speculate when next Rockstar would release new information related to the upcoming GTA game. It has been revealed why the organization is so silent in regards to new information on GTA 6.

GTA's Marketing strategy

During an interview on Wall Street with Take-Two interactive Chairman and CEO Strauss Zelnick provided details about Rockstars Marketing strategy. During the Interview, the host David Westin asked “When Does Grand Theft Auto 6 come out? Which seem to be a very carefully held secret. Why is it so carefully held as a secret?” Zelnick replied:

"The anticipation for that title may be the greatest anticipation I’ve ever seen for an entertainment property. And I’ve been around the blocks a few times and I’ve been in every entertainment business there is, and we want to maintain the anticipation and the excitement. And we do have competitors who will describe their release schedule for years in advance. And 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. I don’t always get it right, but that’s what we’re trying to do"

It was revealed Rockstar games is purposely not providing a release date to “keep anticipation and excitement” for the upcoming game. They do not also plan an early Marketing for Grand Theft Auto 6. It was revealed in the statement the Marketing for Grand Theft Auto 6 will begin “relatively close” to the release window of the game.

Closure

No specific time was emphasized as to when the Marketing will begin be its two months before launch, or one month before launch etc. but it is going to be close. No specific reveal date has been revealed but Grand Theft Auto 6 has been scheduled for a 2025 release.

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