It has been nearly a year and a half since the first trailer for Grand Theft Auto 6 (GTA 6) was released, generating excitement among fans worldwide. Although a 2025 release was confirmed at that time, Take-Two Interactive and developer Rockstar Games have not provided any updates about GTA 6.
Fans have been theorizing about when the next piece of information or trailer will be released, but so far, nothing has materialized. Recently, an interview with Take-Two Interactive CEO Strauss Zelnick confirmed that this silence is intentional and part of their strategy.
In an interview with Bloomberg, Zelnick stated that the lack of news is to “create enormous anticipation” for the game.
“The excitement for that title might be the highest I’ve ever witnessed for an entertainment property,” said the Take-Two CEO. “We aim to sustain that excitement and anticipation.”
Zelnick mentioned that some competitors announce their release schedules “years in advance.” In contrast, he believes that Take-Two should focus on heavier marketing as the release date approaches.
“We discovered that the best approach is to provide marketing materials closer to the release window to generate excitement while balancing it with the anticipation of what is to come,” Zelnick said.
In a recent interview, Zelnick was asked why there was such a long wait of over 12 years in the case of GTA 6 before releasing sequels. He explained that this delay is intentional to allow them to “rest [their] intellectual property.”
“Some of our competitors enter the market regularly, sometimes annually, with their titles,” he said. “We only release our sports entertainment titles annually.”
Regarding GTA 6, Zelnick stated that Rockstar aims for perfection, which is a very high standard.
