Image: Rockstar Games
Take-Two Interactive CEO Strauss Zelnick has addressed the lack of a second trailer for Grand Theft Auto 6, attributing the silence to the company’s strategy of building anticipation and the extensive time required to develop the game. Speaking to Bloomberg, Zelnick also elaborated on why the release date remains undisclosed, offering insight into Rockstar Games’ unique marketing approach.
Zelnick outlined two key reasons for withholding additional GTA 6 trailers. First, he emphasized the need to generate significant anticipation, describing it as potentially the greatest ever seen for an entertainment property. Second, he highlighted the lengthy development process, noting that Rockstar Games strives for perfection—a high standard that demands time, especially given the 12 years since GTA 5’s 2013 release.
On the secretive release date, Zelnick explained that Rockstar prefers to unveil promotional materials closer to launch. This tactic aims to stoke excitement while managing unmet expectations, a balance he admitted isn’t always flawless but remains the company’s goal. Unlike competitors who announce schedules years ahead, Rockstar’s strategy keeps fans guessing.
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Though an official date is pending, GTA 6 is slated for Fall 2025, with a PC version expected in 2026. Its looming presence is already reshaping the industry, with some developers reportedly planning delays to avoid clashing with the highly anticipated title.
Zelnick’s remarks reveal Rockstar’s deliberate pacing, blending meticulous development with a calculated buildup of fan excitement for what promises to be a blockbuster release.
