GTA 6 needs to be marketed and in a different way says Take-Two Interactive’s CEO Strauss Zelnick. Despite what some shareholders and fans on social media think, Rockstar will soon begin their big marketing push.
Just a few hours ahead of Take-Two Interactive revealing their Q4 2026 earnings report on Thursday, CEO Strauss Zelnick has once again talked about GTA 6’s marketing. When the company revealed their previous earnings, he labelled the upcoming marketing for the game as “astonishing” and that it would begin in summer. This is because Take-Two do not spend money on marketing until they’re “pretty close to release”.
Onto what’s new. In an interview with gamesindustry.biz, the CEO recalls investors in Take-Two asking if they actually need to spend money on Grand Theft Auto VI’s marketing. They wonder if the company should spend money promoting the game given its sheer popularity and anticipation. Zelnick says “the answer is of course we need to market it.”
He delves a little deeper and mentions that there will be a “very significant broad based marketing campaign that reflects where audiences and attention is today.” What does this mean? We’ll have to wait until summer to see it fleshed out.
However, the top boss did give us a little bit of a hint. He makes the point that Take-Two were “still buying network television” ads back in 2013 for GTA V. For GTA VI, the CEO confirms “We won’t be buying a lot of network television” this time around.
The world is more digital and online in 2026 compared to over a decade ago. We will see advertising for this game appear online, across social media etc. There might be marketing stunts done in real life to create buzz on social media. That is more powerful than what is seen on TV these days. Plus, the game is going to have a focus on social media and sharing. We can see some synergy there.
It will be really interesting to see what Rockstar Games and Take-Two have been cooking up. Summer is not too far away now. Earlier this week, Zelnick reconfirmed GTA VI will be releasing on November 19th 2026.
What do you think to Strauss’ comments? Let us know down in the comments section below. For more GTA VI news updates, stay tuned to RockstarINTEL.
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