Take-Two Interactive head Strauss Zelnick has said Grand Theft Auto VI will begin its “delicate” marketing campaign this summer ahead of its November 2026 launch.
Grand Theft Auto VI (GTA VI) will have “delicate” yet “challenging” marketing, Take-Two Interactive boss Strauss Zelnick has said.
The upcoming action-sandbox blockbuster is due to launch in November 2026, and Zelnick has now confirmed marketing for GTA VI will ramp up in the summer.
Even so, the Take-Two head has stressed the publisher and its developer Rockstar Games need to be careful with how the game is advertised.
Speaking with CNBC, Zelnick said: “We announced that we have marketing beats coming this summer, and we don’t spend money on marketing until we’re pretty close to release.”
The Take-Two CEO said of the marketing for GTA VI itself: “It is a challenge, because we want the product to be authentically owned by our consumers.
“And so the marketing has to be delicate. It has to feel like, you know, this is real. We’re not selling hamburgers. We’re selling this unique art form.”
Zelnick has also recently rejected rumours that claimed GTA VI would have a digital-only launch.
This would have meant PlayStation 5 and Xbox Series X|S players who wanted a physical edition of the game would have to either purchase the digital version first, or wait for Rockstar to release the physical edition at a later date.
When asked about this supposed digital-first launch strategy by Variety, Zelnick said: “That’s not the plan.”
GTA VI marketing will be ‘delicate’ but ‘challenging’, Take-Two boss says
