- Grand Theft Auto author Dan Houser thinks players are excited about GTA 6 because the studio “did a really good job of constantly innovating within what the IP was”
- Houser says, “I think the way the IP kept evolving made people really excited to play it”
- He also believes that marketing, like trailers, plays a big part in the hype
Rockstar co-founder Dan Houser has explained why there is so much hype around Grand Theft Auto 6and argues that it is due to how the studio has handled the development of the IP.
GTA 6 is perhaps the most anticipated game of all time and it is scheduled to be released next year, more than 12 years ago GTA 5 launched to critical acclaim. But why is everyone so excited about Rockstar’s first game in nearly seven years?
When asked the same question in an interview with podcaster Lex Fridman, Houser, who served as a writer for almost all GTA games and Red Dead Redemption 2said it’s “because they don’t come out as regularly, and I think we did a really good job of constantly innovating within what the IP was.”
“The Games always felt different,” he said. “People have very strong feelings: ‘I like this one. I didn’t like that one,’ because they’re quite different. So you would… There would be simultaneity where you know what’s going to happen.”
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He continued: “It’s a Grand Theft Autoyou know, it’s going to be a game about being a criminal, but the way it’s going to be a game is going to change quite a bit. So I think the way the IP kept evolving made people really excited to play it. And we were also good at marketing them. We really tried to market them in a way that felt like an update of classic film marketing where you were really…”
“It felt like you were already in the product just because you’d seen the trailers and stuff.”
In the same interview, Houser shared why GTA The series has primarily been set in the USA and has not returned to London after a brief appearance in Grand Theft Auto expansion pack London 1969.
He explained that Rockstar “always decided that there was so much Americana inherent [franchise]it would be really hard to make it work in London or anywhere else,” and that “You needed guns, you needed these larger-than-life figures.”
“It just felt like the game was so much about America, possibly from an outsider’s perspective […] it wouldn’t really have worked the same way elsewhere,” Houser added.
GTA 6 is scheduled to release on May 26, 2026 for PlayStation 5, Xbox Series X, and Xbox Series S. The game will not be coming to PC at launch.
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