GTA 6 dropped its first trailer in December 2023, yes! 16 months has passed. Since then, there’s been no news or hints from the developers, despite fans desperately trying to crack down every possible clue about a second trailer. This silence has even led to speculation that the game might not be ready for its planned Fall 2025 release and could face delays. But recent comments from Take-Two’s CEO shed light on why they’re keeping GTA 6 details under wraps. It’s actually their unique marketing approach for this highly anticipated game.
In a Bloomberg interview, Take-Two Interactive CEO Strauss Zelnick explained the thinking behind this strategy. Unlike competitors who frequently release information about upcoming titles years in advance, Rockstar Games deliberately creates anticipation by limiting what they share and when they share it.
“The anticipation for that title may be the greatest I’ve ever seen for an entertainment property,” Zelnick told Bloomberg. “We found that the better thing to do is to provide marketing materials relatively close to the release window in order to create excitement on one hand and balance it with unmet anticipation.”
Take-Two CEO Strauss Zelnick explains their marketing strategy for GTA 6.
“We found that the better thing to do is provide marketing materials relatively close to the release window.”
And people wonder why we haven’t had Trailer 2 yet. We’re still 7 months away from launch. pic.twitter.com/GItO2lCo3p
— GameRoll (@GameRollGTA) March 29, 2025
This approach explains why Rockstar released that single trailer and then went completely silent. Their strategy seems to be working—GTA 6 continues to dominate gaming conversations online, regularly trending despite the lack of new information.
Zelnick also addressed why GTA 6 is taking longer to develop than previous titles. “Rockstar Games seeks perfection in what they do, and perfection is a pretty high bar,” he explained. With GTA 5 still impressing players 12 years after launch, the standards for its sequel are exceptionally high.
The marketing for GTA 6 will likely resemble what you’d see for a blockbuster movie, with TV spots, outdoor advertising, and brand campaigns. However, most of their budget focuses on direct consumer marketing through social media. And contrary to years of fan views, Zelnick confirmed they typically avoid “Super Bowl ads.”
Take-Two maintains that GTA 6 will release in Fall 2025. If they stick to this timeline, we might see fresh promotional material appearing around April or May. Meanwhile, GTA Online continues to thrive with millions of daily players, and their GTA+ subscription service has grown 10% year-over-year.
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