Take-Two and Rockstar Games are deliberately withholding the release date for GTA VI to sustain excitement among fans. Strauss Zelnick, Take-Two's CEO, believes that the ongoing anticipation, which he claims is unprecedented for any entertainment property, benefits from limited marketing before the launch. He contrasts this strategy with competitors who announce release schedules years in advance. Since the lone trailer's release in December 2023, little information has been shared about the game, echoing the company's approach to letting its franchises rest to heighten hype.
The anticipation for GTA 6 may be the greatest anticipation I've ever seen for an entertainment property, and I've been around the block a few times.
We've found the better thing to do is to provide marketing materials relatively close to the release window in order to create that excitement.
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