- Take-Two CEO Strauss Zelnick seems convinced of that Grand Theft Auto 6 will not be delayed again
- He says Take-Two doesn’t spend money on marketing “until we’re pretty close to release”
- He adds that the marketing for GTA 6 will be “a challenge”
Rockstar Games’ parent company, Take-Two Interactive, is sure of that Grand Theft Auto 6 will not be delayed beyond the November launch date, with marketing officially set to begin this summer.
In an interview with CNBC’s Jim Cramer (via IGN ), CEO Strauss Zelnick discussed the company’s latest financial results, confirming that marketing for the next GTA the game starts in just a few months.
It suggests so GTA 6which was delayed from its May release date late last year, will have its new November launch date, and Zelnick seems confident it will too, explaining how development progress is being tracked every day.
“We’ve also announced that we have marketing beats coming this summer, and we’re not spending money on marketing until we’re pretty close to the release,” Zelnick said.
That’s not to say another delay isn’t it in the realm of possibility, simply because the marketing is starting early – Zelnick was also “very confident” that the game would be released in the fall of 2025 – but it’s good to hear that Take-Two has faith in Rockstar.
So far, we only have one full-length trailer, artwork, and a website detailing characters, locations, and story. But in terms of further marketing, Rockstar has yet to share any new gameplay trailers since the game’s announcement, so it’s almost certain to drop this summer.
When asked what else fans can expect, Zelnick could say, but he said it would be “a challenge” because Take-Two is trying to sell “this unique art form.”
“It’s a challenge because we want the product to be authentically owned by our consumers,” he said. “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.”
GTA 6 was originally set to launch on May 26, 2026, but is now expected to arrive on November 19, 2026 for PS5, Xbox Series X, and Xbox Series S.
Recent reports claim that the game will only be released digitally at launch to prevent further leaks.
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