In a recent discussion with David Westin on Wall Street Week, Take-Two Interactive’s CEO Strauss Zelnick provided insights into the marketing strategy for the highly anticipated Grand Theft Auto VI (GTA VI). Currently, the company has released only one trailer for the game, which debuted in December 2023. In contrast, the marketing approach for Red Dead Redemption 2 included three trailers over three years, as well as gameplay videos and a launch trailer.
Marketing Strategy and Anticipation
Zelnick revealed that Take-Two aims to adopt a different approach with GTA VI. Instead of following the traditional lengthy marketing buildup, the company intends to gear up promotional activities closer to the game’s release date. This strategy is designed to create a balance between excitement and what Zelnick termed “unmet anticipation.” He remarked on the extraordinary excitement surrounding the title, stating, “The anticipation for that title may be the greatest anticipation I’ve ever seen for an entertainment property.” He emphasized the goal of maintaining this anticipation rather than revealing too much too soon.
The marketing strategy echoes a successful approach used by Bethesda during the launch of Fallout 4, which was both announced and released within a six-month timeframe. While GTA VI has been in the public eye for a longer period, it seems that more trailers and details will emerge as the launch draws nearer.
Industry Impact and Release Window
The gaming industry is closely monitoring the release schedule, as the debut of GTA VI could significantly affect competitors. Analysts have noted that many companies are anxious to determine whether GTA VI will launch in Fall 2025, as they face the challenge of positioning their own titles in the marketplace around this major release. Currently, the landscape appears relatively open, with only a few titles, such as Vampire: The Masquerade – Bloodlines 2 and Crimson Desert, scheduled for release in the same timeframe.
This uncertainty serves as a reminder of the immense influence that Rockstar and the Grand Theft Auto franchise wield in the gaming industry. As the excitement builds, both developers and gamers eagerly await further updates on one of the most anticipated entertainment products in history.