The wait for GTA 6 continues, but Take-Two Interactive CEO Strauss Zelnick has finally shed some light on why Rockstar Games has been so quiet about releasing a second trailer and more details.
The first trailer for the next Grand Theft Auto title dropped in December 2023, but since then, Rockstar has remained fairly silent about further details as it continues to get closer to it’s scheduled Fall 2025 release window.
Speaking to Bloomberg’s Wall Street Week in a March 28 interview, Zelnick explained GTA 6’s marketing strategy in relation to trailers and other promotional materials have not been released.
GTA 6 details remain under wraps until release date is closer
When asked by David Westin why GTA 6 has taken so long to make compared to GTA 5, Zelnick responded with two reasons. First, he stated, “We think you need to create enormous anticipation on the one hand.”
The second reason being, “It takes a long time to develop these big, robust experiences. Rockstar Games seeks perfection in what they do and perfection is a pretty high bar.” With the previous GTA title releasing in September 2013, it has been 12 years since.
After he was asked about why GTA 6’s release date is a “carefully held secret,” Zelnick explained why they are purposely not revealing promotional materials until the release date is near:
“The anticipation for that title may be the greatest anticipation I’ve ever seen for an entertainment property. And I’ve been around the block a few times, I’ve been in every entertainment business there is.”
Timestamp: 30:10
He continued, “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.
“We don’t always get it exactly right, but that’s what we trying to do,” the Take-Two boss ended by saying.
Rockstar Games has yet to announce an official release date, though GTA 6 is expected in Fall 2025, with a PC launch in 2026. Since the reveal, several developers are reportedly considering delaying their games to avoid competition with GTA 6’s release.
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