Grand Theft Auto VI marketing will ramp up closer to release

The first trailer for Grand Theft Auto VI shattered records when it debuted in December 2023. However, since then, Rockstar Games and its parent company, Take-Two Interactive, have remained largely silent about the game. This lack of updates has left fans eager for more information, with some even attempting to create a Grand Theft Auto VI-inspired map inside GTA 5—only for the project to be shut down by Take-Two.

Now, Strauss Zelnick, Chairman and CEO of Take-Two Interactive, has commented on the long wait for Grand Theft Auto VI’s second trailer and the company’s marketing strategy.

Keeping Quiet to Build Anticipation
 

With speculation running wild about when the next Grand Theft Auto VI trailer will drop, Zelnick recently addressed the secrecy surrounding the game in an interview with Bloomberg. When asked why Take-Two is withholding information about the release date, he explained:

“The anticipation for the title may be the greatest anticipation I have ever seen for an entertainment property.”

He further stated that the company aims to "maintain the anticipation and excitement" by holding back marketing materials until the release window is much closer. Unlike competitors who outline their release schedules years in advance, Take-Two believes it is more effective to "provide marketing materials relatively close to the release window in order to create that excitement."

Many fans believe Grand Theft Auto VI is likely to launch in October or November 2025, meaning marketing could ramp up later this year, possibly with a second trailer.

For now, Rockstar Games and Take-Two remain tight-lipped about the official release date. When Grand Theft Auto VI finally launches, be sure to use our price comparator tool to find the best deal for Grand Theft Auto VI!