Brands' interest in "Grand Theft Auto" is mounting - but questions about brand safety remain

The anticipation of 'Grand Theft Auto VI' has led to heightened interest from brands, eager to explore potential marketing avenues. Traditionally, the franchise has avoided real-world branding, preferring to use parodies instead. Digiday reports a shift, as developers are exploring user-generated content, raising curiosity among advertisers. However, potential real-life brand activations face challenges due to the game's expected mature rating. Agencies recognize 'GTA 6' as a significant release, sparking inquiries from brands anxious to leverage its impact on the gaming landscape.

"While this doesn't speak for every brand, many brands are aware that 'GTA 6' will be a massive release..."

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