Take-Two CEO explained why we've been waiting almost 16 months for new GTA 6 trailer. He said when we can expect it

Take-Two's CEO believes that marketing works better when done relatively close to the release window. This may suggest when to expect the second GTA 6 trailer.

Martin Bukowski

March 31, 2025 01:49

Take-Two CEO explained why we've been waiting almost 16 months for new GTA 6 trailer. He said when we can expect it Source: Rockstar Games..

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Grand Theft Auto 6 is one of the most anticipated games, probably in the entire history of the gaming industry. However, since the release of the first trailer in December 2022, Rockstar Games studio has remained silent and hasn't shared any new information. We have to wait a very long time for the second trailer, but there is a specific reason for this.

Shorter marketing works better

Strauss Zelnick, the CEO of Take-Two Interactive, recently spoke with Bloomberg, and the main topic was GTA 6. He was asked, among other things, why the work on the anticipated title is taking so much time. Zelnick pointed out two main reasons.

First, it's about building appropriately high expectations. While other publishers release their games more frequently, Take-Two does not, except for sports games. The second reason is much more obvious - creating such an ambitious project as GTA 6 takes time. Rockstar strives for perfection and sets the bar very high.

Generating high expectations among players is linked, in part, to an effectively planned marketing campaign. Strauss believes that it yields better results when it is carried out relatively close to the release window, which may suggest when to expect the second trailer.

The anticipation for this title may be the greatest anticipation I've ever seen for any entertainment property, and I've been around the block a few times. I've been in every entertainment business there is. We want to maintain the anticipation and the excitement. We've found that the better thing to do is to provide marketing materials relatively close to the release window in order to create that excitement on the one hand, and balance the excitement with the anticipation. We don't always get it exactly right, but that's what we’re trying to do.

GTA 6 is set to be released this fall on PS5 and XSX/S. Considering the aforementioned words, the game's second trailer is expected to be available soon.

Not AI, but people drive the industry

By the way, Zelnick also gave an interview to Carolyn Dailey, the author of The Creative Entrepreneur, where he spoke about artificial intelligence (via GamesRadar+). The CEO of Take-Two is not afraid of its development and believes that AI will never replace humans.

Those who think you can push a button and say: 'Create the next GTA 6 and make it bigger and better, here's all the code and the marketing plan,' you're not going to get anything you can work with.

Zelnick claims that while AI can be very helpful and will become important for many companies in the future, it is human creativity that will continue to drive the industry. The key will always be creative people because they are the ones who create something new.